Work-life balance

A worldwide campaign by American Express posits it as the perfect convenience for global lifestyles

American Express has launched its new 360° brand marketing campaign in India which reflects new-age, highly-integrated lifestyles and how the company supports its customers, enabling them to thrive in life and in business.

The new global brand campaign of American Express, called “Powerful Backing of American Express: Don’t Live Life/Don’t Do Business Without It,” is an attempt to reach out to all the customer segments served by the company with a single overarching message that American Express has their back in life and in work. The campaign is designed to meet people in the places where life and business intersect, both online and offline.

Manoj Adlakha, CEO, American Express Banking Corporation, India, said, “The way people work and live has transformed. There is greater interconnectedness in both personal and work life, as well as real and virtual interactions. This blended, hybrid lifestyle is the new norm across the world and India is no exception. The new brand platform is a response to the fact that our customers are living diverse and layered lives. It focusses on the powerful backing that we provide our customers and partners, enabling them to navigate this blended lifestyle.” Adlakha was speaking at the launch of the campaign which showcased the dual passion-points of Indian millennials-technology and travel. Actress Yami Gautam also made an appearance at the launch.

The event featured innovative use of technology to transport the attendees into real-life simulation of diverse experiences such as an adrenaline-charged roller-coaster ride, the thrill of sky-diving, watching the Northern Lights  in the Arctic Circle and seeing penguins in the glaciers of Antarctica. The public can access these experiences through brand activations in DLF Mall of India (Noida) and Cyber Hub (Gurgaon).

A recent global study, “Live Life,” conducted by Morning Consult on behalf of American Express, showed that more than half of the people today are living hybrid lives, with personal and work life deeply intertwined. The study, conducted in eight markets (Australia, Canada, Hong Kong, India, Japan, Mexico, United Kingdom, and the United States) of approximately 2,000 adults, also revealed that two in three people feel they can achieve more because of this work-life integration.

Adlakha further elaborated that the brand campaign has been adapted for Indian customers as well. He said, “Our local agency partners at Ogilvy and Mindshare have been instrumental in trans-creating the global campaign to make it relevant for Indian market. They have successfully integrated nuances that our customers and prospects can relate to. We are confident that this approach will resonate with our audience.”

Ruchi Mathur, Senior Vice President-North and East India at Mindshare, added that the agency leveraged relevant media and data intelligence to decode the mindset, media consumption behaviours and connected journeys to deliver the communication to each audience segment, in the right context and through the right medium. “On the basis of these findings, we developed an integrated brand and demand focussed media strategy that will keep the audience engaged throughout the brand funnel, finally leading them towards becoming American Express members,” she said.