BRAND : American Express

BRAND : American Express

HEADLINE : Membership changes everything

BASELINE : NA

AGENCY : O&M

4Ps TAKE : When the German – Deutsche bank – is busy cashing-in on the celebrated sporty faces like Sunil Gavaskar and Sania Mirza to promote itself in India, can we expect the American to lag behind? After the successful ad campaigns of Motoslvr and ‘Ford Fiesta’, we see Chote Sarkar proudly endorsing the latest American Express ‘Platinum’ credit card’s ad. The communication is well crafted to lure the customers, tagging the prospective purchasers of this card as ‘Big’. The visual is an eye candy with the macho looks of Big B’s baby along with the attention grabbing ‘platinum card’ of the American giant. The membership privileges are listed boldly alongside for the target audience, promising them a better lifestyle. Without a speck of doubt, American Express definitely knows how to express and impress the Indian customers!

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Source:- IIPM-Business and Economy, Editor:- Prof. Arindam Chaudhuri - 2006