Axis 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.
Commenting on the film, Asha Kharga, EVP & 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 a series of films shot in different setups showing how a simple idea of contactless payment can make a difference.
The contactless payment option where there is neither exchange of card/cash nor any contact with a Point-Of-Sale (POS) machine, reducing risks associated with touch for merchants and customers.
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 is 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.