campaign urges youth to “#PlayYourPart”

01 Dec,2016

By A Correspondent has unveiled a video film as part of their unique digital campaign for the wedding season, #PlayYourPart. The objective of the campaign is to compel the youth to rethink their financial dependency on their parents for their wedding. With this #PlayYourPart campaign, the company aims to disrupt the traditional mentality when it comes to financing weddings.


While describing the concept, Prince Thomas – Head Brand Marketing at said: “The independent, earning youth of today is already depending on the online media for their financial essentials in every sphere from shopping to paying utility bills – be it in the form of internet banking, wallets, or credit and debit cards. With the #PlayYourPart campaign, we wanted to reach out to them to convey that finance is not just for the day-to-day essentials but also the once-in-a-lifetime experience, such as their own wedding.”


Speaking about the digital campaign, Adhil Shetty, CEO & Co-founder, said: “Wedding seasons are a busy time with a lot of traction from customers across the country looking for financial products across categories. So this was the right time for a campaign that underscored the emotions of the season and made the viewers connect with an idea that is empowering and disruptive at the same time – that of funding at least part of your wedding yourself. We believe this campaign will help us build a connect with the right audience at the right time in the right manner.”


The new digital advertising campaign will be promoted across various digital platforms like Facebook, Twitter, YouTube, and Instagram.



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