Creative in association withGear Seven
Axis Bank's Tap to Pay Applauds Contactless Transactions
Advertising Agency
Mumbai, India
Campaign conceived by Lowe Lintas encourages card holders to get tapping and make a big difference

Axis Bank, India’s 3rd largest private sector bank, has recently released a multi-film campaign, conceived by Lowe Lintas Mumbai, showcasing 'tap to pay' feature to enable risk-free transactions amidst the COVID crisis. It is a contactless payment option where there is neither exchange of card/cash nor any contact with a Point-Of-Sale (POS) machine, and small-ticket transactions up to Rs. 2,000 do not require a PIN. Thus, it eliminates any risks associated with touch for merchants and customers. It also enables faster shopping experience, reducing time spent in checkout queues.

Commenting on the film, Asha Kharga, EVP and Group CMO, Axis Bank, said: “Axis Bank is a leader in the contactless cards payments space with more than 90% of our credit cards enabling consumers to simply tap and pay. Post Covid we saw a big surge in contactless payments, which means the consumer prefers tapping her card rather than touching a POS terminal to swipe or insert her card. The intent was to drive better awareness of this feature especially due to higher relevance. In these times where every step towards safety counts, we hope to drive adoption of contactless payments, both for consumers and merchants for their everyday transactions”.

The campaign by Lowe Lintas Mumbai comprises of a series of films shot in different setups showing how a simple idea of contactless payment can make a big difference and therefore is worthy of being applauded.

Talking about the campaign, Amar Singh, regional creative officer, Lowe Lintas, said: “Conceived by Joshua Thomas, Prathamesh Gharat and Tejas Dangre, these films use the quick reaction emoji feature commonly seen when live streaming, to acknowledge the act of tapping to make payments. The intent being to encourage people to switch from the conventional to the contactless. Because this simple switch can go on to save lives.”

The multi-film campaign is being promoted across online mediums. Find all the films here

Agency / Creative