Payment, now just a thumb away!

Taking their mantra of delivering convenience a notch further, IDFC Bank, unveiled its new campaign, “Angootha Uthao aur Payment Karte Jao”, around its Aadhaar-linked cashless merchant solution.

The campaign, highlights the benefits of IDFC Aadhaar Pay, India’s first and the Bank’s latest seamless payment solution, by the simple use of the thumb and a customer’s Aadhaar number. IDFC Aadhar Pay, counters all such roadblocks, while simultaneously pushing the Government’s agenda of a Digital India.

Designed by McCann Erickson, the campaign chronicles an everyday story that captures, hilariously, the exasperation of a man at being refused by the shopkeeper to accept a two thousand rupees note for a pack of milk. In the course of the exchange, when the man tells the shopkeeper should he auction his watch or give a thumb print, the shopkeeper exclaims ‘angootha chalega’ (thumb will do) only to leave the man with an amused expression of disbelief that payment system could be as simple.



Mr. Gaurav Rajput, CMO, IDFC Bank, “At IDFC Bank, providing simple, efficient banking services is our priority. Our recently launched IDFC Aadhaar Pay service amplifies this thought by offering an easy payment option to customers without the hassles of passwords, devices, e-wallets and cards; as well as making it convenient for retailers, who want to break free from the issues of cash handling and change for higher currency denominations. The proposition carries forward the thought of ‘Banking Nibhao’, which prioritizes simple, efficient banking first, above everything else. With IDFC Aadhaar Pay, for the first time, all you need to make a payment is use your thumb!”.

Watch the campaign here: https://youtu.be/hCwMru8Ngw8

“IDFC Bank is built ground up on insightful consumer needs, thus it has always stayed away from land of promise and has instead focused on creating land of proof. Proof of fulfilling banking needs in ways that establishes IDFC bank as 'the bank of now'. Therefore, our campaigns don’t have sweet saccharine jingles or lofty promises of making your dreams come true, we believe it’s time we put bank back into banking and that’s visible in our ‘Angootha Uthao aur Payment Karte Jao’, the entire narrative is as effortless as the payment system that needs just your thumb and aadhar number.” - Suraja Kishore, National Planning Head, McCann Truth Central. 

This is the second campaign designed by McCann Erickson. The first one, titled, "Banking Nibhao," debuted last year. Taking the road less travelled, the campaign, highlighted the bank's differentiated approach, replacing the traditional and cliched ways of banking. It reached out to the masses through three different videos - Rishtedari chhodo, Banking Nibhao; Hawabaazi chhodo, Banking Nibhao & Khatirdari chhodo

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