AU Bank’s digital campaign features the LIT credit card


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AU Small Finance Bank has launched a new digital-only campaign for its new offering, the LIT (Live It Today) credit card.

The card aims to empower young, digitally savvy cardholders by giving them the “power of choice”.

Taking into account AU Bank’s “Badlaav” philosophy, LIT allows cardholders to customize their bouquet of credit card features according to their ever-changing lifestyle requirements instead of predefined features. It is India’s first customizable credit card that allows users to choose benefits and create their card as they wish – giving users access to anything they want, until they want it.

Launched on YouTube, the LIT Credit Card’s digital-only campaign includes three 15-second films that highlight the unique benefits it has to offer:

· LIT stands for Pay Only for the Features You Use: The movie shows a man taking a bite out of a cupcake and only paying for that bite.

· LIT stands for Choose Only the Features You Want: The film begins with a salesman asking a customer which phone they would like to buy. The lady chooses three features from three different mobiles.

· LIT stands for enable/disable features as you wish: the movie starts with a man offering a woman and a live band playing in the background. The woman accepts the proposal and asks “can this be canceled later?”, leaving everyone surprised.

All three films use humorous analogies to demonstrate the selection of perks based on the individual’s lifestyle, the choice of a price based on the individual’s needs, and the convenience of turning on/off perks like and when desired. Clean communication would help capture the attention of social media savvy audiences who are used to having personalized solutions.

The brand’s goal is to ensure that the films focus on effectively explaining the key principles of the product.

Uttam Tibrewal, Executive Director, AU Small Finance Bank, said, “Technology and a customer-focused approach have always helped us bring about the disruption that meets all aspects of our customers’ ever-changing needs. Over the years, we’ve learned that rapid advances in technology and the accelerated use of the Internet have changed what today’s savvy customers want: more control and payment on the go. As we built a product for this new-age customer segment, we deliberately chose digital platforms and a snack format for marketing. The LIT Credit Card digital campaign is a performance driven marketing campaign focused on lead generation. To capture the product proposition most effectively, the overall marketing campaign effectively captures the theme of a credit card. Many possibilities. Everything under your control.

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Client: AU Small Finance Bank

Production company: EiPi Media

Producer: Rohit Reddy, EiPi Media

Director: Rohit Reddy, EiPi Media

Music Composer: EiPi Media

Original music: Rohit Reddy, EiPi Media

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