Airtel Payments Bank has rolled out a new campaign positioning itself as the “Safe Second Account,” urging users to maintain a separate account exclusively for digital payments. The initiative aims to encourage safer banking habits, protect users from online fraud, and safeguard their primary savings.
With the rapid rise of UPI transactions, online shopping, and digital subscriptions, the campaign educates consumers on separating daily digital payments from their main bank account. Airtel Payments Bank’s Safe Second Account allows users to transact safely while keeping their primary account secure.
The account offers:
- Up to 6.5% interest*
- Instant account opening
- Zero balance requirement
- Real-time payment alerts
- Enhanced security features
The campaign tagline, “Is Bank ko aapke paise nahi, aapki safety chahiye,” reinforces its focus on consumer protection.
Developed by creative agency Fundamental and produced by eQuinoxx, the campaign highlights the risks of relying on a single account for all transactions and promotes Airtel Payments Bank as a safer alternative.
The campaign will run nationwide across television, print, digital, social media, outdoor, cinema, influencer partnerships, and third-party apps.
