American Express ropes in Farhan Akhtar for its metal Platinum Charge Card

American Express launched a new integrated 360 degree ad campaign for its metal Platinum Charge Card roping in actor, singer, director and producer, Farhan Akhtar. The campaign, ‘Metal makes it possible’ features American Express Platinum Charge Card in an all new metallic avatar, highlighting American Express’ powerful backing that enables customers to live life to the fullest.

Developed and created by Ogilvy, the 360 degree awareness and acquisition campaign will last for a period of six weeks. The campaign will be spread across Digital, TV, Print and outdoor. It targets 40-50 year-old, self-made entrepreneurs and professionals who are confident of their own ability. They go after authentic products and services that deliver value and have substance.  They travel frequently and a majority of their spend is on overseas travel. The campaign aims to highlight the fact that this audience is made of a different mettle and values experiences over things. The television commercial shows a protagonist who challenges expectations, does not settle for the ordinary and expects the same from his Card.

Launching the new advertising campaign, Mr. Manoj Adlakha, CEO - American Express Banking Corp., India said, “The world over, American Express stands for premium service and experience. We have a deep understanding of the unique lifestyle preferences and affinities of the premium segment in India. This has enabled us to enhance the value proposition of our Platinum Charge Card through inimitable benefits such as global access, experiences and service, and no pre-set spending limit.”

Elaborating on the association with Farhan Akhtar, Manoj further added, “Farhan Akhtar is a multi-faceted talent who not only resonates well with our brand but also with our Cardmembers. Through his focus on perfectionism, he is an embodiment of a “resolute achiever” in the way we define our target audience. The charm he exudes and the charisma his presence lends to the campaign speaks to the refined tastes of our Cardmembers and prospects, at whom the campaign is directed.”

Farhan Akhtar shared his thoughts on the association with the campaign, “American Express is recognized across the world for its impeccable service, commitment towards customers and integrity in business. There is no better partner that has got your back than a brand representing these values. I feel privileged to be a part of the new brand campaign highlighting the benefits of the all new Platinum Card in metal. We are all global citizens today, and I personally value the amazing global benefits offered by the Card – like Global Lounge Collection, 24x7 Platinum Concierge and the freedom to spend on the things one loves!”

Ritu Sharda, Chief Creative Officer, Ogilvy India North, said, “American Express is known to be a cutting-edge brand in the banking and financial services sector and the metal Platinum Card brings that alive. This campaign looks at matching the metal of the Platinum Card to the mettle of its owners, through its range of exclusive benefits. The different aspects of the card as well as its unique offerings are being amplified across print, television, digital and social.”