Mumbai: RBL Bank, in partnership with IndianOil and powered by Mastercard, launched the IndianOil RBL Bank XTRA credit card, accompanied by the ground-breaking #FurtherAndBeyond campaign. This initiative is designed to position the card as a champion of mobility, addressing the challenges of rising fuel costs that impact daily commutes and occasional getaways. The card targets individuals who are constantly on the move and seeking new experiences, presenting itself as an enabler for worry-free travel.
What sets this launch apart within the BFSI (banking, financial services, and insurance) sector is its innovative approach to blending financial services with experiential marketing. The campaign's theme, ‘Further & Beyond,’ embodies the spirit of exploration and pushing boundaries. To promote the card, social media influencers known for their passion for travel, embarked on a thrilling 750 km road trip from Chandigarh to Leh-Ladakh, documenting their journey and showcasing the card’s real-time benefits at various petrol stations and pit stops. The journey was extensively documented and shared on social media, showcasing the card’s real-time benefits and its role in enhancing the travel experience. So far, over 150 plus content pieces have been created, reaching an audience of 20 million as part of this campaign.
The one-of-its-kind launch event, set against the stunning backdrop of the Himalayas, embodied the theme of exploration and discovery. The celebration featured traditional Ladakhi performances that enriched the experience by immersing attendees in the region’s vibrant cultural heritage. Leaders from RBL Bank, IndianOil, and Mastercard elaborated on the card’s vision and inspiration. The grand unveiling of the card, inspired by the symbolic significance of Buddhist prayer wheels, underscored themes of prosperity and new beginnings.
This spectacular product launch serves as a reminder of how the card is always ready to fuel your next journey with significant cashbacks and benefits, turning each ride into an adventure. The #FurtherAndBeyond campaign reflects the bank’s dedication to unveiling new travel possibilities and rewards. This initiative reaffirms their commitment to innovation, inspiring the spirit of freedom and exploration to chase new horizons.
