Targeting the Delhi Metro commuters, who use pre-paid Smart Cards issued by the Delhi Metro Rail Corporation (DMRC), Citibank India recently launched a co-branded credit card – the Delhi Metro Citibank Credit Card, a first of its kind, 2 in 1 transit credit card.

Also, the television commercial (TVC) of this 2 in1 card, has definitely caught everyone’s eye. The TVC has been created by Publicis Ambience, while Film Farm Productions’ Arun Gopalan has directed the commercial. The commercial blends two aspects of Delhi culture amazingly and that is its USP. Publicis’ Prasaana Sankhe and Ashish Khazanchi have worked on the TVC, and were instrumental in coming up with the idea of usage of Sufi music in the background of the commercial.

The commercial shows people in different parts of the Capital swaying to Sufi music. The reason for this joy is the Citibank’s new ‘2-in-1’ transit credit card, the Delhi Metro Citibank Credit Card. Explaining the thought process behind the TVC, Sankhe said, “Besides conveying the product launch, we felt that this opportunity could be used for Citibank to form a direct connect with every Delhiite, just like the Delhi Metro, which has become very much a part of the Delhiites’ lives in the three years of its existence.”

Sankhe further added, "This simplicity has found an instant connect with anybody exposed to this communication – be it the client, who approved it instantly, or the people of Delhi, who are currently swaying to the Sufi beats of this film."

Citibank is marketing its product through all means of communication, including mediums like print, radio, outdoor hoardings, besides all the usual advertising activities. Now the commercial would also be showcased in certain theatres of Delhi.

Using the hugely popular DLF IPL T20 Tournament as a platform, Citibank came up with this 60-second commercial. It would be on air for a couple of months, Sankhe added.

The Delhi Metro Citibank Credit Card offers enhanced value and convenience to Delhi’s residents. The Delhi Metro Citibank Credit Card betters the Citibank credit card and the Metro Smart Card, that ,in addition to their pre existing features, it provides 10 per cent discount on travel fare paid with the ‘2-in-1’ card. Moreover, there are two reward points for every Rs 100 spent on the Metro and one reward point for every Rs 100 spent elsewhere. The reward points accumulated on this card can be redeemed for free Metro rides at the Citibank point-of-sale terminals.