Lowe Lintas & Partners India introduce MYCards for Axis Bank encouraging individuality
India is one of the fastest growing economies in the world today and as a result Indians are transforming from being restrained conservative individuals, into discerning consumers.
The overall positivity in the economy combined with their increased buying power has given them more choices than ever. Added to this, the fact that over 50% of India is below the age of 25 has contributed significantly to Indians feeling more optimistic and positively disposed towards all that life has to offer. This has also led to a more visible shift in the way India shops. The progressive Indian is spending more and more on entertainment, travel and personal care. The shift is from family to individual and the fact that ‘I’ want to look for products that suit not only my needs but my personality.
From this understanding and questioning the logic of how personalities as diverse as a compulsive shopper from a foodie or traveller or movie buff carry the same card, Axis Bank has launched a new range of credit cards called MYCards which give consumers the freedom to choose a card that maximizes benefits in areas that they enjoy the most.
Individually, every consumer knows what he likes to spend a good portion of his money on, and it would make his purchase experience even more gratifying if he could get rewarded for spending more on what he loves.
The campaign, developed by Lowe Lintas and Partners Mumbai for MYCards, takes this idea forward to bring out the fact that you can customize your credit card to reflect who you are. This is also coming from the brand philosophy of progress – progress as an individual and celebrating more of what you like.
“Individuality is the key idea behind this campaign. All of us are defined by the things we love to do. Things that we’re ‘fans’ of. These cards are telling us it’s time we got rewarded for them.” Said Amar Singh Group Creative Director, Lowe Lintas.
Manisha Lath Gupta, Chief Marketing Officer, Axis Bank said, “Credit & Debit Cards are one of the most used financial products from a bank. The fact that the card resides in the customer’s wallet, and interacts at points of purchase, makes it a reflection of the customer’s spending habits. Different consumers have different needs and interests, and this gets mirrored in the card usage behavior as well. Understanding this insight, Axis Bank has launched a range of credit cards for different consumer segments. MY Zone Card is designed for movie goers, weekend shoppers and diners. MY Wings Card is designed for travellers, and MY Choice is for those who want to customize their card offers. The new media campaign, has been launched across print, outdoor and online, aims at targeting customers across these interest groups. The creative is in line with the Badhti ka Naam Zindagi campaign, as the products help our customers realize their interests and passions in a rewarding manner.”
Credits – Creatives: Amar Singh, Joshua Thomas, Prathamesh Gharat, Nandkishore Sale, Manoj Kolaskar, Abhay Desle. Business: Shantanu Sapre, Bhuvnesh Joshi, Himanshu, Kosambia, Shrey Bhatia. Planning: Arun Raman, Gursimran Singh. Photographer: Shekhar Phalke.