B R I E F
Role: Project Lead, Design Concept, Design Direction
Industry: DIGITAL BANKING
Airtel being one of the leader in Indian telecom industry has a reach to the masses of Indian demography. As a part of financial inclusion drive by the Indian government. The Indian Reserve Bank granted approval to 11 entities, including Bharti Airtel, to set up payment banks. For Airtel, this would help leverage its vast channel network in rural and semi-rural areas, and play a bigger role in overall financial inclusion, i.e. extending basic banking services to all unbanked sectors of Indian society.
The goal for a new brand was to reach out to the masses of all sectors and unite them under one roof which is easily relatable and builds around the the trust, secure environment. The brand was positioned against three core pillars- Inclusiveness, Accessibility and Reach.
These were further defined into a brand persona: Service For All . Bank For All . More For All
“Bank Hai, Par Alag Hai”
