The spirituality of Sufi music and the benefits of Citibank’s Metro Credit Card, a new TVC created by Publicis Ambience seamlessly blends the two. Publicis’ Prasaana Sankhe and Ashish Khazanchi have worked on the TVC, while Film Farm Productions’ Arun Gopalan has directed the commercial.
Aiming to tap the Delhi Metro commuters, who use pre-paid Smart Cards issued by the Delhi Metro Rail Corporation (DMRC), Citibank India recently launched a co-branded credit card – the Delhi Metro Citibank Credit Card.
Explaining the thought process behind the TVC, Sankhe said, “Besides conveying the product launch, we felt that this opportunity could be used for Citibank to form a direct connect with every Delhiite, just like the Delhi Metro, which has become very much a part of the Delhiites’ lives in the three years of its existence.”
The commercial shows people swaying to Sufi music in different parts of the Capital. The reason for this joy is the Citibank’s new ‘2-in-1’ transit credit card, the Delhi Metro Citibank Credit Card.
Sankhe further said, “This simplicity has found an instant connect with anybody exposed to this communication – be it the client, who approved it instantly, or the people of Delhi, who are currently swaying to the Sufi beats of this film.”
The campaign for the 2-in-1 credit card is also being delivered through other mediums like print, radio, outdoor hoardings, besides all the usual BTL activities. The commercial would be extensively showcased in the theatres of Delhi as well.
The 60-second commercial went on air in the middle of the hugely popular DLF IPL T20 Tournament. It would be on air for a couple of months, Sankhe added.
The Delhi Metro Citibank Credit Card offers enhanced value and convenience to Delhi’s residents. In addition to the other features of a Citibank credit card and the existing Metro Smart Card, the Delhi Metro Citibank Credit Card provides 10 per cent discount on travel fare paid with the ‘2-in-1’ card. Moreover, there are two reward points for every Rs 100 spent on the Metro and one reward point for every Rs 100 spent elsewhere. The reward points accumulated on this card can be redeemed for free Metro rides at the Citibank point-of-sale terminals.