SHILPI KAPOOR

Spearheaded the category creation of the "Safe Second Account", positioning Airtel Payments Bank as a secure, easy-to-use solution for customers seeking an additional layer of financial safety.

Led B2C and B2B marketing strategies through comprehensive 360-degree campaigns to drive growth, increase brand awareness, and enhance market share.

Played a key role in making Airtel Payments Bank India’s third-largest digital bank, solving problems at scale and transforming the banking experience.

Drove over 100 million monthly transacting users, contributing to significant user growth and engagement.

Achieved 1 million+ account openings per month and set a target of one billion transactions in 2025, with a 47% year-on-year growth.

Developed and executed digital marketing campaigns, business strategies, and activation targets across multiple channels, leading to measurable increases in brand visibility and business revenue.

Utilized robust PR strategies and media partnerships to further enhance brand reputation and build market share.

Contributed significantly to Airtel Payments Bank’s leadership position in the competitive fintech space through innovative marketing and business development initiatives.

• Spearheading Advertising and Brand strategy for the American express cards in India
• Oversee corporate branding and advertising with an A&P of $ 500k for the first ever 360 Marketing campaign for the market
• Closely working with media buying and creative agencies to ensure consistency in messaging and driving cost effectiveness
• Formulating and executing sustainable consumer-centric Marketing plans by understanding consumer & media insights thus activating all touchpoints of Marketing channel mix (Retail, digital, events, PR and ATL)
• Established Exclusive Engagement Platforms for Centurion Card Members
• Launching new products as per market need & creating demand through communicating the differentiation in value proposition
• Driving campaigns to leverage spends on American express cards

• Marketing and communication Strategy - Designing and Managing Key Communication of Renault brands in India
• Aligning Creative guidelines with global brand vision and India strategy
• Digital Marketing - Campaigns across owned, earned and bought media, Driving Social engagement
• Celebrity Management and Endorsements – Contract Negotiation, Selection and Execution
• Media Planning and Communication across print, TV, radio and digital
• Managing campaigns - Managing ATL and BTL activation in strategic markets, Promotions – New Brand Roll out, New Variant Launches, Consumer engagements
• Highlights - Signed up Ranbir Kapoor for Renault India Brand Campaign

• Brand Architecture – Managing Brand Architecture for existing and upcoming Brands & Product Offerings
• Packaging - Developing packaging and communications for the new brand
• New Product Development - Developing new products in the Mouth freshener segments
• Budgeting and Planning Marketing Spends, Media Planning for launch of new brand communication
• 360 degree marketing campaigns –ATL,BTL and digital marketing
• Sales Support: Supporting the Sales Force in achieving Brand Share through Sales Conferences, Trade Interaction, Consumer Interaction, Local Endorsements, New offer roll out
• Key Achievements: National Launch and Geographical Expansion of Pan Vilas and Pan Vilas extension 'Silver Dewz'
• Launched premium mouth freshener range 'Raj Vilas' being retailed through exclusive stores
• Worked on tie up with KKR for promotion of Silver Dewz for Channel partners

• Successfully handled the complete Brand Changeover of Airtel across North India –Dec 10
• Visibility Drive across North and East India – Retail Visibility across 100K retail outlets in 1 month

• Introduced 'Revenue Growth Management' model in key accounts for a healthier bottom-line growth
• Highlight: Conceptualized and executed promotions and events – 'Coca- Cola truly yours', 'Piyo sar Utha ke' campaign, Fifa world cup across mass market and key accounts

• Handled successful launch of Kristov Vodka Cruiser in Delhi by ensuring hi Visibility and availability
• Initiated several unconventional campaigns for generating trial & awareness (Boutique sampling, tie up with Café Coffee Day etc)