Airtel launched Airtel Payments Bank, a subsidiary of Bharti Enterprises. It is a unique, simple and convenient banking model which is based on the theme “Bank Hai Par Alag Hai”. It leverages vast retail network. It is initiated at Rajasthan as a pilot project.

This will be accessible to users of any mobile service provider and their mobile number will be their account number for Airtel Payment Bank. Access to it demands only updating my airtel app and activation of account require fulfillment of the eKYC formalities which can be done by visiting to any of the designated banking points.

Taproot- Dentsu, creator of this campaign focused on customer day-to-day banking issues and then providing solutions by its unique offerings. Nitin Parmar is the director of ad and it is produced by Equinox Films.

Shashi Arora, MD & CEO, says, "Airtel Payments Bank aims to take banking closer to every Indian.”

Every campaign brings criticism and appreciation by itself. Pooja Rawat, vice-president (planning), Lowe Lintas, Mumbai, starts with appreciation first that, “It seems like a convenient form of banking, at least for basic banking needs.” She further criticized that, “And I wonder if, in fact, there is a need to highlight the frustrations of banking, which don't seem relevant to the urban population and to those using internet banking and payment apps. On the concern of downloading app she adds, "I don't think the focus of these films is on getting users to download the app. These ads are about creating initial awareness”.

Suman Srivastava, founder and innovation artist, Marketing Unplugged, says, "This is not an app, this is the launch of a new bank from Airtel - The Airtel Payment Bank. This is not a wallet and does not compete with Paytm and other wallets. I believe that payment banks are going to create a revolution in Indian banking, and this is the start of a new marketing war. There are 11 entities that have got licenses to start payment banks. Airtel has a first mover advantage, but this is going to be a long war.”

Consumers of this age are so conscious about their mobile space that they need a reason to download it which can make their life easier. Moreover they are looking for a simple app, any kind of obstacle in it can make them to uninstall it.

Keeping both the criteria in mind the campaign is designed to focus on these areas which can stimulate consumers to use this app in routine. The campaign will further be extended on audio and digital media also.