“BANK HAI PAR ALAG HAI” – Campaign by Airtel Payments Bank

Airtel Payments Bank – India’s first payments bank – rolls out 360 degree launch campaign to showcase its differentiated, convenient digital banking offerings

The first TVC goes on air today during India-England T-20 match

Airtel Payments Bank, India’s first payments bank, has announced the roll out of a 360 degree launch campaign to showcase its digital banking offerings that offer customers a refreshing change from traditional banking.

The campaign, based on the theme “Bank Hai Par Alag Hai”, highlights Airtel Payments Bank’s differentiated banking model that leverages the vast network of neighbourhood Airtel retail outlets, which take convenient digital banking closer to the customer.

The campaign is based on customer insights regarding their day to day experience with traditional banking and brings to fore some of the most common challenges faced by them. Airtel Payments Bank, which is leading the creation of a new category of banking in India, is trying to address some of these challenges with its innovative approach.

• Open a Bank Account in less than 3 minutes, with just an Aadhaar number
• Enjoy an interest rate of 7.25% on savings deposits, the highest in India
• Cash Deposit and Withdrawal at any Banking Point
• Free Personal Accident Insurance of Rs 1 lac
• Easy Money Transfers to anywhere in India via the neighbourhood Airtel retailer
• Cashless payments to over 1 million merchants across the country

Conceived by Taproot-Dentsu, the campaign will comprise of TV Commercials with support legs in Outdoor, Radio and Digital mediums, which will play a big role in delivering the message to the audience. The first TVC breaks today during the India – England T-20 series.

Shashi Arora, MD & CEO, Airtel Payments Bank, India says, “Airtel Payments Bank aims to take the banking closer to every Indian. Our simple and very convenient banking model that leverages Airtel’s vast retail network will add a new dimension to the way India banks and contribute to financial inclusion in the country.”

Added Agnello Dias of Taproot-Dentsu Pvt. Ltd., “Consumers are looking for simple and efficient modes of banking and the thought behind the campaign was to look at the proposition from a common man’s perspective and his expectations from a bank. Airtel Payments Bank is leading the creation of an entirely new banking category in India and we have chosen an approach that is frank and engaging.”