Airtel Safe Pay: The Safest Way to Pay

Roshni Shroff

Airtel Payments Bank, a financial services brand, launched Airtel Safe Pay in India to provide an additional layer of payment validation and reduce the risk of fraud.

Campaign details

Brand: AirtelBrand owner: Bharti AirtelEntrant company: Taproot Dentsu - IndiaIdea creation: Taproot Dentsu MumbaiMarket: AsiaSector: Telecoms & utilitiesMedia channels: Point-of-purchase, In-store, Print - general, Unspecified, Social media, Online display, Outdoor, Out-of-home, Word of mouth, Influencers, KOLs, Mobile & apps, Online videoBudget: 3 - 5 million

Executive summary

Socrates once said, “The secret of change is to focus all of your energy not on fighting the old, but on building the new”. In the same vein, Airtel Payments Bank did something ‘never before done’ in...

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