<b>Campaign Logic:</b> Banking on simplicity

In its campaign, Airtel Payments Bank makes a simple claim: that it will make banking hasslefree

Brand: Airtel Payments Bank

Budget: Rs 15 crore

Agency: Taproot-Dentsu

Airtel Payments Bank, which commenced operations in January this year, has rolled out its first television campaign. Titled ‘Bank hai par alag hai’, the campaign highlights how it is different from banking as we know it and claims it will bring digital banking closer to the customer. The campaign has three television commercials (TVCs), which highlight the services offered by Airtel Payments Bank. These include opening of a bank account in less than three minutes, fixed interest rate of 7.25 per cent on savings deposits, and the facility