Ritesh, Aakriti Project (Designer Cards)
Transcript of Ritesh, Aakriti Project (Designer Cards)
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Launch of Designer Debit Cards
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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?
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How often do you interact with your card?
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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.
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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
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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
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Hence we need to undertake a
Journey to the top of the Wallet
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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
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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
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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
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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
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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
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No longer obsessed with India’s poverty but with its future
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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
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Where do we fit in?
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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 !!!
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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’
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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’
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Cards from around the world
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clutter
clutter
Design!disruption
Here, Design is the Key to disruption
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the consumer insight!
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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.
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answering a few questions?
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Does yourmobile look good?
Do you care how your landline looks?
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Does yourWatch look good?
Do you care how the alarm clock in your room looks?
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Does yourWallet look good?
Do you care how the safe in the house/bank looks?
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Answer this!
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Debit card
money withdrawal device
anytime, anywhere money
swipe for shopping
%, surcharges, calculations, withdrawal slips
Debit card
(A lifestyle statement)
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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?
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Hence, the Intention!
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HSBC, Barclays, Stan Chart etc;
ICICI, SBI, HDFC etc;
Designer Cards !!! = kwel swipes
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Thank You
By Ritesh Kanani – 114Aakriti Bhatia
Advertising , SIMC