JS Bank recently launched their Premier Raabta Current Account, which, according to the bank, offers unprecedented banking benefits, backed by a post-paid mobile package powered by Telenor. Upon opening the account, customers are given a Telenor SIM with an exclusively-designed package. The free mobile connectivity (for life) is offered when users maintain a monthly average balance of Rs 150,000. The bank will pay the customer’s bill every month for this connection including calls, texts and internet, depending on the amount maintained by the customer.

There are multiple packages to choose from depending on customers’ individual requirements. The co-branded (Telenor and JS Bank) marketing campaign for the new account began in March 2017 with the tagline ‘One Account – Limitless Connections’. The account was advertised via a TVC, print ads, branch branding, BTL (leaflets/flyers) and digital.

Commenting on the TVC, Taimur Tajik, Creative Head, Manhattan International, says, “considering that the proposition is so unconventional, we wanted to ensure clarity of our message by focusing exclusively on the unique benefits offered.”