Axis Bank wanted people to start using digital banking in their daily life. However, research showed that people felt it was unsafe to use the internet for banking.
To help combat this, Starcom India leveraged the top ticket game show called “Kuan Banega Crorepati/KBC,” based on “Who Wants to Be a Millionaire?” The host of the gameshow is one of India’s biggest movie stars, Amitabh Bachchan, a well-known personality and someone every person in the common Indian household trusts. Bachchan was the perfect voice reach out to the masses and help them conquer their fear of digital banking.
We blended Axis Bank’s proposition into KBC’s programming content by giving a live demonstration of using the Axis Bank app for money transfer. Every time a contestant reached a milestone, Amitabh Bachchan used his tablet to transfer money to their bank account demonstrating how safe and simple digital banking was.
The program reached millions of India consumers and increased application downloads by 75%.