Diners Club International Credit Cards needed to create a strong brand recall in India. The brand wanted to be associated as an aspirational brand who would offer ‘authentic experiential luxury’ and not the superficial ‘fancy bags’ and ‘private planes/yachts’ kind of luxury.
The idea came from this innate need of people to belong to something that they desire/value. Either to a group, to a thinking, to a cult…or to a Club. A word that is an integral part of Diners Club. Literally. And figuratively
To build a tangible connect with the brand, we just needed a way of expressing it to make it culturally relevant.
The idea came from this innate need of people to belong to something that they desire/value. Either to a group, to a thinking, to a cult…or to a Club. A word that is an integral part of Diners Club. Literally. And figuratively
To build a tangible connect with the brand, we just needed a way of expressing it to make it culturally relevant.
Indians have a traditional way of welcoming people. It is warm and inviting in its very nature and expression.
We simply turned it on its head. What if we were welcomed to a world of aspirations by people from across the world?
Welcome To The Club - A common expression that needs no introduction. We just contextualised it to a tradition and the brand, and gave it a new meaning.
