Mumbai: Airtel Payments Bank has announced the launch of its latest 360-degree campaign positioning itself as the “Safe Second Account”. The initiative underscores the bank’s mission to promote safe digital banking habits among India’s rapidly growing base of digital users.
With the surge in UPI transactions, online subscriptions, and digital shopping, the campaign encourages customers to safeguard their main savings accounts by creating a dedicated second account for everyday digital transactions.
“Is Bank ko aapke paise nahi, aapki safety chahiye” is the central message of the campaign, reinforcing Airtel Payments Bank’s focus on consumer safety above all else.
The Safe Second Account offers customers a secure platform for daily transactions while protecting their primary savings. In addition to enhanced security, the account provides up to 6.5% interest, zero balance requirement, instant digital account opening, instant payment alerts, and a seamless user experience.
Developed by creative agency Fundamental and executed by production house Equinox, the campaign highlights the vulnerabilities of relying solely on a single bank account while showcasing the benefits of Airtel Payments Bank’s secure alternative.
The 360-degree rollout spans television, print, digital, social media, outdoor, cinema, influencer-led initiatives, and third-party apps, ensuring wide visibility and consumer awareness.
The campaign reflects Airtel Payments Bank’s continued commitment to making digital banking safe, simple, and accessible for all Indians, while educating consumers about the importance of separating daily transactions from life savings.
