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Airtel Payments Bank launches 360-degree campaign, 'Bank hai par alag hai'

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Airtel Payments Bank launches 360-degree campaign, 'Bank hai par alag hai'

Airtel Payments Bank has rolled out 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 bring 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 per cent on savings deposits, the highest in India
  • Cash Deposit and Withdrawal at any Banking Point
  • Free Personal Accident Insurance of Rs 1 lakh
  • 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 comprises TV Commercials with support in Outdoor, Radio and Digital mediums, which will play a big role in delivering the message to the audience. The first TVC broke on February 1, during the India–England T-20 series.

Shashi Arora, MD and CEO, Airtel Payments Bank, India, says, “Airtel Payments Bank aims to take 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.”

Agnello Dias of Taproot-Dentsu said, “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.”


Creative agency: Taproot

Creative team: Gargi Raju, Piyush Gupta

Director: Nitin Parmar

Original Composition: AR Rahman (Airtel tune)                   

Production: Equinox Films

Media Agency: GroupM

TVC 1-


TVC 2 -

TVC 3 -


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.