Ritesh, Aakriti Project (Designer Cards)

Launch of Designer Debit Cards

Flow of the presentation

• Debit card- The face of a bank

• The new India and its aspirations

• Stocktaking

• Need for change; what will make an impact?

How often do you interact with your card?

Research shows that people interact with their debit or credit cards at an average of 9 times a month – at a shopping mall, a restaurant, a

movie theatre, online, an ATM etc.

Much more than they do with any other touchpoint, making the card the true face of of a bank

In short, the card is the Unacknowledged Brand Ambassador

In the pecking order of the wallet, the position of the card amongst the several that we hold today, decides the importance of that card

Hence we need to undertake a

Journey to the top of the Wallet

India has undergone a sea change in the last decade. Cultures have

amalgamated to give birth to a new one, our mindset has evolved,

interaction with institutions have changed tremendously and

traditional concepts have given way to newer ones.

As a result, products and services that we deemed once great do not

hold up similarly today. The Discman has given way to the iPod, a

huge chunk of Orkut’s database has shifted to Facebook.

People’s outlook on and interaction with money is not far behind in this

change.

India Today

Coming out of puritanical shadows of the past

• Breaking erstwhile sacred barriers

• Fragmentation of institutions

• Challenging stereotypes to build contemporary codes

• Conventional views giving way to progressive ones

Bullish on the future• Earlier – ‘Jo hota hai achche ke liye hota hai’

– Accepting fate– Lived with restraint– Lived with whatever was doled out to us

• Today, unbridled optimism– Manifold increase in opportunities– Constantly striving for more– Even recession hasn’t scarred the hopes for ‘India Shining’– Means not as important as the end– Success as a state of mind

• Destiny driven to destination driven

Mallification of India

• Malls are the new parks

• A unified experience across India– An exposure to ‘urban-ness’

• Democratization of lifestyle: ‘I belong’– An access route– Constant exploration

• Explosion of consumerism

Multiplex culture

• ‘What next?’ syndrome– Always seeking more– Filtering out the cattle class

• Catering to an urban mindset– Evolved sensibilities as a result of heightened exposure– Constantly seeking out a barrier – malls are now hygiene

• Tool for identity creation

No longer obsessed with India’s poverty but with its future

Money is energy

• Traditionally considered as just a means to get through life– Money as legacy– Money – root of all evil (spiritual outlook)– Regarded with trepidation

• Today, seen as source of energy that makes our lives electric– Definite transition from spirituality to materialism– Movement from a static concept of money

• Money as the enabler of experience– Everything is possible– Credit no longer a dirty word

• India looked to as the world’s conscience keeper is now a fair contender in the global rat race

Where do we fit in?

Designer Cards !!!

• Need to look beyond to create aspiration amongst the new age Indian ?

• Does the current card – look, feel, branding take away the privilege ?

• We make you …designer cards !!!

The card today

• Reminder of cattle class status– Against the current Indian mindset – where

everyone wants to be treated as having arrived, of being recognized

• ‘Salary account’: Card of the masses

• Creates an obvious distinction between the ‘haves’ and the ‘have nots’

Badge Value• Today, the entire debit category is a mishap

– Debit cards play second fiddle to credit cards

• Credit Cards– Has glorified an almost derogatory term - karza– And today enjoy a much higher flash value

• Not only have banks not tapped pride in spending ‘your own money’ but also relegated it into oblivion

• Debit: In tune with Indian sensibility – ‘Mehnat ka phal’– ‘Living within your means’

Cards from around the world

clutter

clutter

Design!disruption

Here, Design is the Key to disruption

the consumer insight!

anything thatis visible to others, has to look good …say something about me.

I want people to notice me,

think I am different, am kewl.

I want to stand out.

answering a few questions?

Does yourmobile look good?

Do you care how your landline looks?

Does yourWatch look good?

Do you care how the alarm clock in your room looks?

Does yourWallet look good?

Do you care how the safe in the house/bank looks?

Answer this!

Debit card

money withdrawal device

anytime, anywhere money

swipe for shopping

%, surcharges, calculations, withdrawal slips

Debit card

(A lifestyle statement)

Provocations:

Does a debit card have to be only horizontal ? – can’t it be vertical?

Does a debit card have to be only in one colour? – can’t it be in multiple colours?

Does a debit card have to have only minimal, muted & sober motifs? – can’t it have vibrant motifs & colours?

Does a debit card have to be only in one shape? – can’t it be of different shapes?

Hence, the Intention!

HSBC, Barclays, Stan Chart etc;

ICICI, SBI, HDFC etc;

Designer Cards !!! = kwel swipes

Thank You

By Ritesh Kanani – 114Aakriti Bhatia

Advertising , SIMC