NEW DELHI: Most banks are lately encouraging their customers to use the debit card at the point of sale. This is being done through various offers, discounts, instant rewards, advertising and in-branch promotions. Some time back it was Visa Debit Card that launched an outdoor campaign to promote the use of debit card at the point of sale. Now, Axis Bank has rolled out an outdoor campaign for a similar objective, though with a difference.

Axis Bank in its campaign has highlighted the benefits of using the debit card instead of focusing on aspects like cash transactions or purchases. The campaign creative says aloud ‘Cash Se Kharidoge Toh Mehnga Padega’. The bank is in fact offering up to 5 percent cash back on the use of Axis debit card at the point of sale, which is highlighted in the outdoor campaign.

Axis Bank vested the outdoor duties with OMI, a division of Laqshya Media, to roll out the campaign in Mumbai. The campaign, spread over 15 days, began on February 6.

The key objective of the campaign was to get to people who primarily rely on cash transactions for their purchases. Through this campaign, the bank saw an opportunity to impress upon this target group to obtain and use the debit card for the transactions. 

Commenting on the campaign, Amit Nagrath, AVP, client servicing, OMI, said, “Basis the brief and with use of our proprietary planning tool, the campaign was executed in Mumbai to promote usage of debit card for shopping as against just using it as an ATM card.”

Keeping in view the young TG that falls in the upper middle income bracket in the 25-35 age group, the agency deployed media on the arterial routes and congregation points. To maximise reach and visibility, the agency used billboards and bqs to good effect.

 

 

 

 

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