American Express has launched an aggressive 360-degree marketing campaign for its platinum credit card with Abhishek Bachchan. This includes outdoor advertising at prime locations in Delhi and Mumbai, television and print campaigns, as well as innovative below-the-line activities such as creating ‘Platinum Experience Zones’ in select high-end malls in Mumbai.
Rob Hennin, Country Manager, American Express (India), said, “The print ads have already started appearing in TOI, Brand Equity, HT, etc., and various business magazines. The TVC has broken on lifestyle and entertainment channels such as NDTV, STAR, etc. The outdoor ads can be seen in Gurgaon and the DND flyover in the NCR as well as various spots in Mumbai.”
O&M is the creative agency and Piyush Pandey and his team have made the ad, which has the tagline ‘Membership Changes Everything’.
Hennin explained that signing on Bachchan as an ambassador for the platinum card was part of the company’s strategy to gain leadership in the premium cards segment. This is also the first time in India that the company has opted to use a celebrity in its marketing. The ‘Platinum Club’ is a premium service offering that addresses the needs of more than one million emerging affluent consumers in India, a category that according to the company, is growing at 25 per cent every year.
The creative idea rests around the fact that in Indian society, the son is always measured by his father’s shadow – and to be not just compared favourably but also actually mistaken for such an illustrious father as Amitabh Bachchan – it is the American Express brand adding that credibility. Thus, the membership of the American Express Platinum Club does ‘change everything’ – from perception to reception.