MUMBAI: Axis Bank has launched a digital campaign to create awareness about the convenience and safety of using Axis Bank forex cards over cash on foreign trips, enabling travellers to make the most of their experiences.

The campaign’s communication is crafted in line with the bank’s priorities and communication strategy of depicting progressive mindsets.

This campaign includes a series of short videos showcasing a modern day father–son relationship. Axis Bank strategised the campaign, leveraging consumer insights on how Indians have been increasingly taking overseas vacations and thereby underscoring the importance of creating further awareness about forex cards.

The UN World Tourism Organisation in a report released in January 2018, predicted that India will account for 50 million outbound tourists by 2020. The report also quoted operators stating that at present around 25 million tourists from India travel abroad which implies that the number would double from the current levels within the next two years. To put things in perspective, around a decade back, only eight million Indians were travelling overseas.

Axis Bank chief marketing officer Asha Kharga says, “We know that the predominant consumer behaviour is to carry cash, but doing so is inconvenient. One has to keep it safe, one has to look for money changers, the currency is unfamiliar and hence all these hassles come in the way of the holiday experience. Our forex cards addresses these functional barriers and we have showcased the same while being true to Axis Bank's brand ethos of progressive mindsets.”

Lowe Lintas chairman and chief creative officer Arun Iyer adds, “The idea was to show how holidays are more fun filled when you don't have to worry about forex in cash. This was brought alive through a modern story of father-son, where the son gets his father to take a break from work and cash, two long ingrained habits he had. And to make it appeal to all kind of travellers, we decided to keep it real and warm.”