Airtel: Safe pay

Airtel, the payments bank, achieved brand differentiation in India.

Campaign details

Brand: Airtel Payments BankLead Agency: Taproot DentsuRegion: APAC

Strategy

Objective

Socrates once said, "The secret of change is to focus all of your energy not on fighting the old, but on building the new".

Airtel Payments Bank, did something 'never been done before' in cluttered financial category, here's how:

Context:

  • Culpable Change - Covid led lockdown enticed India through a transformational digital journey. India became home to the highest number of real-time online transactions (25.5bn) in 2020 ahead of US, UK and China.
  • Tainted Truth - With rise in digital payments, online frauds...

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Insights Team
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