Wait Business Class: Redefining Travel with RuPay Lounge Access
Naairah Sharma
Introduction
Key Visual
Overview:
The Wait Business Class campaign transforms mundane waiting times during travel into moments of luxury. Designed for RuPay Credit and Debit cardholders, the campaign promotes access to 64 airport lounges and 7 railway lounges across India. By blending creativity, strategy, and technology, it redefines how people perceive waiting.
Context:
RuPay identified a key challenge: the perception of waiting as a tedious chore, especially during travel. With a target audience of frequent travelers, professionals, and lifestyle enthusiasts, the goal was to elevate RuPay's lounge access benefits, emphasizing its value in adding comfort and luxury to unavoidable wait times.
Objectives
Goals:
Awareness: Increase visibility of RuPay’s lounge access feature among its cardholders.
Engagement: Spark conversations around travel luxury using the campaign tagline "Wait Business Class."
Conversion: Drive card usage for travel-related purchases and services.
Creative Process
Research:
Studied traveler behavior during layovers, flight delays, and long train journeys.
Analyzed digital platforms frequently used by the target audience, such as IRCTC, MakeMyTrip (MMT), and social media channels.
Development:
Conceptualization:
Coined the idea of "Wait Business Class" to juxtapose luxury waiting with regular waiting.
Developed relatable scenarios such as crowded waiting areas, vending machine snacks, and uncomfortable seats.
Content Creation:
Social Media Posts: Crafted visual stories comparing regular waiting experiences with RuPay lounge privileges.
Push Notifications: Geo-targeted text alerts in airports and railway stations encouraged users to “Wait Business Class.”
Collaborations: Partnered with travel and lifestyle influencers to showcase RuPay’s versatility, from lounge access to duty-free payments.
Execution:
Integrated campaign elements across booking platforms (IRCTC, MMT) and social media channels to ensure maximum reach.
Social Media
Created reels, short videos, and interactive posts to engage audiences and highlight RuPay’s features.
4. Challenges & Solutions:
Challenge: Breaking through the noise of travel-related marketing.
Solution: Emphasized "Wait Business Class" as an aspirational yet relatable experience, using targeted messaging and influencer collaborations to reach audiences effectively.
Final Outcome
Print Mock
Description:
The campaign successfully positioned RuPay as a card that offers more than just payment solutions—it elevates the travel experience. Key features like lounge access and duty-free benefits were highlighted creatively, making RuPay synonymous with comfort and luxury during travel.
Visuals:
Social Media Posts: Illustrated comparisons (e.g., vending machine snacks vs. table-top lunches).
Reels: 15-second sketches of crowded airports vs. RuPay lounge experiences.
Interactive Push Notifications: Geo-targeted alerts for travelers near lounge facilities.
Reflection
Learnings:
Simplicity in messaging (e.g., “Fly Whatever. Wait Business Class”) resonates strongly with audiences.
Geo-targeting effectively converts awareness into action when paired with compelling copy.
Impact:
While specific numbers for this campaign aren't available, RuPay’s lounge access initiative continues to enhance brand loyalty and usage. Notably:
Airport Lounges: Increased visibility as a preferred travel companion.
Social Media Buzz: Generated widespread engagement through influencer campaigns and creative storytelling.
Don't just wait, Wait Business Class
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Posted Jan 8, 2025
Creative Directed RuPay's Lounge campaign: crafted engaging copy, managed multi-channel strategy, and used geo-targeting to promote luxury lounge access.
