Payments Bank Research

PRESENTED BY AIRTEL PAYMENTS BANK REVAMPING SOCIAL ENERGY FOR

POINTS OF DISCUSSION Deep diving into audience sensibilities Reflecting on category Competitor Scan Taking a look at our brand Strategic Recommendation

The role of banked money has fundamentally evolved While bank accounts continue to be the foundation of India’s financial ecosystem, banking has moved from a story of access to a story of engagement

Payments bank emerged challenger institutions to contribute to the nation’s growth story Owing to their ecosystem, as of 2025, the financial inclusion index rose to 67.0, up 24.3% since 2021 Owing to its simpler onboarding and last-mile reach, account ownership has reached 89% since 2011 with increase in share of adults with active accounts Delivering on the original promise of financial inclusion, the category currently serves more than 170 million Indian consumers While access to banking has become increasingly widespread, account ownership alone does not determine how consumers engage with the money sitting inside those accounts Source: India Inclusive Finance Report 2025 [Speaker notes] https://government.economictimes.indiatimes.com/news/economy/91-of-indians-now-have-bank-accounts-but-only-69-use-them-actively-india-inclusive-finance-report-2025/126508978 https://www.pib.gov.in/FactsheetDetails.aspx?Id=149258&reg=3&lang=1

While banking inclusion has scaled, India’s financial realities remain deeply uneven

Across this spectrum live many financial mindsets

Taking a look at our audience canvas AWAY BUT ACCOUNTABLE CASHFLOW OPTIMIZERS Kirana owners, salon owners, vendors, home businessess who want to serve customers faster and run the business with more control. Migrant workers, delivery partners, gig workers, informal earners, seek simplicity and immediate control on finances more than sophistication URBAN RURAL CAUTIOUS TRANSACTORS Digitally active, scam-aware urban salaried professionals focussed on protecting savings from daily-risk transactions. EXPENSE FLOW MANAGERS family finance coordinators, young couples, homemakers who prefer separate, controlled space for recurring payments MIGRANT REMITTANCE RECEPIENTS Families receiving money from migrant earners or city workers, where banking is about reliable transfers, local withdrawal and household continuity. money from migrant earners or city workers, where banking is about reliable transfers, local withdrawal and household continuity. Kirana owners, farmers, service providers, local vendors, for whom money must remain visible, liquid and easy to reconcile. NEXT-GEN ADOPTERS Rural youth, students, young workers gradually becoming influencers in family, who understand importance of formal banking, but seek simplicity SOCIAL BENEFIT RECEPIENTS People who rely on DBT, subsidy, pension or welfare-linked inflows and need safe receipt, easy access and clear proof that money has arrived. SMALL TRADE OPERATORS FAMILY SECURITY SAVERS Young households, women homemakers, not chasing optimisation; they are trying to build safety for education, health, marriage, emergencies, family obligations and future needs. Young adults entering college, moving cities, side hustling with studies who will now become managers of their own finances FINANCIAL FRESHERS

Cautious transactors Digitally active but alert salaried users who enjoy the ease of digital & mobile banking, who want to keep everyday risky transactions away from their main savings while maintaining cleaner, easier-to-track bank statements They are digitally fluent, but financially guarded — embracing the ease of tech, but wanting to manage money with sharper caution around safety, account visibility and keeping their main savings insulated from everyday digital risk > Reliable Burner account > Spend Safety Controls (limits, alerts) > Protection & Support tools (Fraud support, dispute tracking, safety nudges) > Direct utility bill payments Savings shield - a financial firewall for a life lived one tap at a time tracking, safety nudges) > Direct utility bill payments Savings shield - a financial firewall for a life lived one tap at a time Product Universe: Advanced banking, multiple accounts, card stacking, net/ mobile banking, bank-linked investments, online utlity payments, telebanking Complexity tolerance: Moderate to high Usage intensity: high frequency Digital confidence: Digitally fluent, but highly guarded PHILOSOPHY TOWARDS MONEY NEEDS ROLE OF PAYMENTS BANK BANKING MATURITY WHO THEY ARE URBAN

EXPENSE FLOW MANAGERS Household expense managers who want a clean split between savings and monthly spends- They want a separate, trackable space for everyday expenses so they can allocate spends, monitor outflows and keep savings untouched They carry the invisible labour of making the month hold together. Money management is key to ensure daily expenses do not disturb the household’s sense of security or eat into tomorrow’s savings > Versatile Household spend wallet/account > Spend visibility & tracking > Payment discipline tools (reminders, scheduled payments, bill alerts, low-balance nudges) > Direct utility bill payments > Rewards and value Expense/ Spends Co-strategist - that helps organise, optimise and reward household spending bill payments > Rewards and value Expense/ Spends Co-strategist - that helps organise, optimise and reward household spending Product Universe: Savings account(s), joint account, FDs/ RDs, UPI, Cards,online utility payments Complexity tolerance: Moderate to high Usage intensity: Routine & disciplined Digital confidence: May be fluent/ comfortable in familiar flows PHILOSOPHY TOWARDS MONEY NEEDS ROLE OF PAYMENTS BANK BANKING MATURITY WHO THEY ARE URBAN

FINANCIAL FRESHERS Young adults entering college, moving cities or side hustling - receiving pocket money, monthly allowance or salary, making them the primary manager of their own finances Money is becoming freedom. They are learning that every choice—going out, travelling, subscriptions, shopping or saving—is now linked to the money they manage themselves. Banking shouldn't feel like another adult responsibility to figure out > UPI/ Bill payments > Easy money transfers > Rewards & value-back on spending > Simple operations & Spends visibility A financial wingman for every step into adulting Product Universe: UPI, First savings account, debit card, bill payments & recharge Complexity tolerance: Low today, will grow rapidly Usage intensity: High frquency, low Digital confidence: Very high PHILOSOPHY TOWARDS MONEY NEEDS ROLE OF PAYMENTS BANK BANKING MATURITY WHO THEY ARE URBAN

CASHFLOW OPTIMISERS Small-format urban earners, who run lean, hands-on businesses operate in high-frequency, low-margin environments where business depends on daily movement, customer convenience and the owner’s ability to stay on top of many small money moments at once Money is business in motion. They are adapting to modern-trade, keeping accounts clear & cashflow visible so nothing gets lost between sales, spends and personal use > Dependable but easy & fast banking bankbone > Easy merchant setup/ business onboarding > clear daily records & low-complexity accounting > Easy QR/ UPI acceptance > Support tools (failed payments, QR issues) > small-ticket liquidity > Deposit benefits A business desk that keeps collections, settlements and everyday business payments organised, so the business can keep moving business desk that keeps collections, settlements and everyday business payments organised, so the business can keep moving Product Universe: savings/ current account, merchant QR/ UPI, Cash deposit & Withdrawl services, merchant collection solutions, basic merchant credit Complexity tolerance: Low to moderate Usage intensity: subject to business-use frquency Digital confidence: May be fluent/ comfortable in familiar flows PHILOSOPHY TOWARDS MONEY NEEDS ROLE OF PAYMENTS BANK BANKING MATURITY WHO THEY ARE URBAN

AWAY BUT ACCOUNTABLE Urban migrants and informal/gig earners living between two financial worlds - earning in the city while staying responsible for home. They are practical, cash-conscious and value access over sophistication Money is a bridge between their ambition in the city and their duty back home, as a result they manage money with the pressure of living in one place and being accountable to another — their income has to cover city survival, family needs back home and the constant fear of running short on either side >Low complexity banking (language, on-boarding, effortless transfers, clear sender-receiver visiblity) >Direct utility bill payments >Rewards & value-back >Emergency money access (small-ticket liquidity) >Support tools (quick failure resolution, escalation support) >local cash-out and physical support access (small-ticket liquidity) >Support tools (quick failure resolution, escalation support) >local cash-out and physical support Financial sidekick - keeps their hustle moving and responsibilities covered Product Universe: Basic savings account, UPI, Bill payments & recharge cash withdrawl, domestic remeittance Complexity tolerance: Low to moderate Usage intensity: High frequency, low depth Digital confidence: functional, not necessarily fluent PHILOSOPHY TOWARDS MONEY NEEDS ROLE OF PAYMENTS BANK BANKING MATURITY WHO THEY ARE URBAN

RURAL Next gen adopters Digitally-exposed rural youth who are often ahead of the household in using smartphones, UPI and digital services, but are only beginning to build a financial life of their own. As education, work and greater mobility expand their world, they increasingly become both first-time independent money managers and informal digital guides within the family They are digitally curious but financially formative — open to newer ways of managing money, while still influenced by the financial habits and trust systems of their households. They seek independence without unnecessary complexity. > Simple digital-first account opening and management > Easy everyday payments, recharges and transfers > Clear transaction visibility and control > Simple guidance as financial responsibilities grow payments, recharges and transfers > Clear transaction visibility and control > Simple guidance as financial responsibilities grow A financial launchpad — makes independent banking feel as intuitive as the digital life they already know Product Universe: Basic/first savings account, UPI, RuPay/debit card, mobile recharge, bill payments, peer transfers Complexity tolerance: Low today, likely to grow with exposure Usage intensity: Increasing; high-frequency everyday use Digital confidence: High relative to financial confidence PHILOSOPHY TOWARDS MONEY NEEDS ROLE OF PAYMENTS BANK BANKING MATURITY WHO THEY ARE

RURAL Social benefit receipents Households for whom certain banking inflows carry immediate consequence — the arrival, visibility and accessibility of money can directly determine whether an essential expense gets met Money received through benefits is rarely seen as free or surplus money; it arrives already carrying a responsibility. Its value lies in the certainty that a household need can now be met — making visibility, reliability and access more important than financial sophistication > Simple balance and transaction visibility > Easy local cash-out and withdrawal access > Low-complexity account operations > Regional-language and assisted support > Quick resolution when expected money is missing or delayed > Reliable Burner account Benefit assurance account — a dependable home for essential inflows, from receipt to access or delayed > Reliable Burner account Benefit assurance account — a dependable home for essential inflows, from receipt to access Product Universe: Jan Dhan/basic savings account, DBT, pensions, subsidies, Aadhaar-enabled banking, cash withdrawal, basic UPI Complexity tolerance: Low Usage intensity: Periodic and inflow-led Digital confidence: Low to moderate; often comfortable with known, repeated flows PHILOSOPHY TOWARDS MONEY NEEDS ROLE OF PAYMENTS BANK BANKING MATURITY WHO THEY ARE

RURAL Small trade operators These users operate in financial environments where business and household money frequently intersect. Earnings may come in small amounts, through multiple modes and at uneven intervals, while the same pool must fund stock, inputs, household expenses and the next day’s work Money is livelihood in circulation. They need enough visibility and liquidity to know what can be used, what must stay in the business and what can go home. Control means ensuring that today’s spending does not compromise tomorrow’s ability to earn. A livelihood money desk — keeps everyday earning, spending and business continuity easier to see and manage ability to earn. A livelihood money desk — keeps everyday earning, spending and business continuity easier to see and manage Product Universe: Savings/current account, merchant QR/UPI, cash deposit and withdrawal, supplier payments, utility payments, basic merchant credit Complexity tolerance: Low to moderate; utility must be immediately visible Usage intensity: High but uneven, shaped by business and income cycles Digital confidence: Functional; adoption follows practical usefulness PHILOSOPHY TOWARDS MONEY NEEDS ROLE OF PAYMENTS BANK BANKING MATURITY WHO THEY ARE > Easy QR/UPI and payment acceptance > Cash deposit and withdrawal access > Simple records and low-complexity reconciliation > Separation between business-use and household-use money > Support for failed payments and transaction issues > Access to small-ticket liquidity where relevant

MIGRANT REMITTANCE RECEPIENTS Families whose household economy stretches across distance — the earner may be in a city or another state, while the people managing the household remain back home. Income and expenditure happen in two different places, making reliable money movement central to how the family functions Money is presence across distance. The remittance is not simply a transfer; it is the absent earner continuing to fulfil responsibilities at home. Its job is to travel reliably, arrive visibly and remain accessible enough to keep the household running without the sender being physically present A dependable financial bridge — keeps money and responsibility moving between the earner away and the family at home present A dependable financial bridge — keeps money and responsibility moving between the earner away and the family at home Product Universe: Basic savings account, domestic remittance, UPI, cash withdrawal, bill payments and recharge Complexity tolerance: Low to moderate Usage intensity: Regular and remittance-cycle driven Digital confidence: Uneven across sender and recipient; often functional rather than fluent PHILOSOPHY TOWARDS MONEY NEEDS ROLE OF PAYMENTS BANK BANKING MATURITY WHO THEY ARE RURAL > Reliable domestic money transfers and receipt > Clear sender–receiver transaction visibility >Easy local cash-out and withdrawal access > Direct bill and utility payments where useful > Low-complexity, regional-language banking

Family security savers Household money managers working with limited financial slack while carrying responsibilities that extend far beyond the present month. Education, healthcare, marriage, emergencies, seasonal pressures and family obligations mean even small amounts kept aside can carry significant future importance Money is protection against having to start from nothing when life asks for more. They may not describe themselves as investors or financial planners, but they practise a deeply purposeful form of saving — assigning money to future responsibilities and trying to protect it from being absorbed by today A digital safety pot — gives money being kept for tomorrow a protected place of its own today it from being absorbed by today A digital safety pot — gives money being kept for tomorrow a protected place of its own today Product Universe: Basic savings accounts, recurring deposits, fixed deposits, insurance, gold and informal household savings Complexity tolerance: Low to moderate Usage intensity: Regular but accumulation-led rather than transaction-led Digital confidence: Mixed; willingness rises when the purpose and safety are clear PHILOSOPHY TOWARDS MONEY NEEDS ROLE OF PAYMENTS BANK BANKING MATURITY WHO THEY ARE RURAL > A separate, trusted space for money kept aside > Confidence that money remains safe, visible and available > Protection from everyday spending leakage > Simple ways to save regularly in small amounts > Low-complexity operations, familiar support, easy access

SUMMARY | URBAN CONSUMERS AWAY BUT ACCOUNTABLE CASHFLOW OPTIMIZERS EXPENSE FLOW MANAGERS FINANCIAL FRESHERS Digitally active but alert salaried users who enjoy the ease of digital & mobile banking, who want to keep everyday risky transactions away from their main savings while maintaining cleaner, easier-to-track bank statements > Reliable Burner account > Spend Safety Controls (limits, alerts) > Protection & Support tools (Fraud support, dispute tracking, safety nudges) > Direct utility bill payments Savings shield - a financial firewall for a life lived one tap at a time CAUTIOUS TRANSACTORS WHO THEY ARE NEEDS ROLE OF PAYMENTS BANK Household expense managers who want a clean split between savings and monthly spends- They want a separate, trackable space for everyday expenses so they can allocate spends, monitor outflows and keep savings untouched They want a separate, trackable space for everyday expenses so they can allocate spends, monitor outflows and keep savings untouched > Versatile Household spend wallet/account > Spend visibility & tracking > Payment discipline tools (reminders, scheduled payments, bill alerts, low-balance nudges) > Direct utility bill payments > Rewards and value Expense/ Spends Co-strategist - that helps organise, optimise and reward household spending Young adults entering college, moving cities or side hustling - receiving pocket money, monthly allowance or salary, making them the primary manager of their own finances > UPI/ Bill payments > Easy money transfers > Rewards & value-back on spending > Simple operations & Spends visibility A financial wingman for every step into adulting > Rewards & value-back on spending > Simple operations & Spends visibility A financial wingman for every step into adulting Small-format urban earners, who run lean, hands-on businesses operate in high-frequency, low-margin environments where business depends on daily movement, customer convenience and the owner’s ability to stay on top of many small money moments at once Urban migrants and informal/gig earners living between two financial worlds - earning in the city while staying responsible for home. They are practical, cash-conscious and value access over sophistication > Dependable but easy & fast banking bankbone > Easy merchant setup/ business onboarding > clear daily records & low-complexity accounting > Easy QR/ UPI acceptance > Support tools (failed payments, QR issues) > small-ticket liquidity > Deposit benefits accounting > Easy QR/ UPI acceptance > Support tools (failed payments, QR issues) > small-ticket liquidity > Deposit benefits >Low complexity banking (language, on-boarding, effortless transfers, clear sender-receiver visiblity) >Direct utility bill payments >Rewards & value-back >Emergency money access (small-ticket liquidity) >Support tools (quick failure resolution, escalation support) >local cash-out and physical support A business desk that keeps collections, settlements and everyday business payments organised, so the business can keep moving Financial sidekick - keeps their hustle moving and responsibilities covered

SUMMARY | RURAL CONSUMERS Family security savers MIGRANT REMITTANCE RECEPIENTS Social benefit receipents Small trade operators Digitally-exposed rural youth who are often ahead of the household in using smartphones, UPI and digital services, but are only beginning to build a financial life of their own. As education, work and greater mobility expand their world, they increasingly become both first-time independent money managers and informal digital guides within the family > Simple digital-first account opening and management > Easy everyday payments, recharges and transfers > Clear transaction visibility and control > Simple guidance as financial responsibilities grow A financial launchpad — makes independent banking feel as intuitive as the digital life they already know Next gen adopters WHO THEY ARE NEEDS ROLE OF PAYMENTS BANK banking feel as intuitive as the digital life they already know Next gen adopters WHO THEY ARE NEEDS ROLE OF PAYMENTS BANK Households for whom certain banking inflows carry immediate consequence — the arrival, visibility and accessibility of money can directly determine whether an essential expense gets met > Simple balance and transaction visibility > Easy local cash-out and withdrawal access > Low-complexity account operations > Regional-language and assisted support > Quick resolution when expected money is missing or delayed > Reliable Burner account Benefit assurance account — a dependable home for essential inflows, from receipt to access or delayed > Reliable Burner account Benefit assurance account — a dependable home for essential inflows, from receipt to access These users operate in financial environments where business and household money frequently intersect. Earnings may come in small amounts, through multiple modes and at uneven intervals, while the same pool must fund stock, inputs, household expenses and the next day’s work > Easy QR/UPI and payment acceptance > Cash deposit and withdrawal access > Simple records and low-complexity reconciliation > Separation between business-use and household-use money > Support for failed payments and issues > Access to small-ticket liquidity where relevant A livelihood money desk — keeps everyday earning, spending and business continuity easier to see and manage where relevant A livelihood money desk — keeps everyday earning, spending and business continuity easier to see and manage Families whose household economy stretches across distance — the earner may be in a city or another state, while the people managing the household remain back home. Income and expenditure happen in two different places, making reliable money movement central to how the family functions Household money managers working with limited financial slack while carrying responsibilities that extend far beyond the present month. Education, healthcare, marriage, emergencies, seasonal pressures and family obligations mean even small amounts kept aside can carry significant future importance emergencies, seasonal pressures and family obligations mean even small amounts kept aside can carry significant future importance > Reliable domestic money transfers and receipt > Clear sender–receiver transaction visibility >Easy local cash-out and withdrawal access > Direct bill and utility payments where useful > Low-complexity, regional-language banking > A separate, trusted space for money kept aside > Confidence that money remains safe, visible and available > Protection from everyday spending leakage > Simple ways to save regularly in small amounts > Low-complexity operations, familiar support, easy access A dependable financial bridge — keeps money and responsibility moving between the earner away and the family at home A digital safety pot — gives money being kept for tomorrow a protected place of its own today

Across consumers, Macro Sentiments are shaping perception challenges that Payments Banks face today

"I already have official bank accounts and other Fintech apps. Why do I need another one?" The CHALLENGE Consumers already have a primary bank supported by UPI apps and multiple fintech services. Payments Banks haven’t justified why they deserve a place alongside an existing financial ecosystem. THe GAP Low perceived incremental value. THE NEED Shift communication from what a Payments Bank does to the distinct role it plays in diverse aspects of a consumers' financial lives. Advocating for official banks being better at overall features Addressing it as just a different version of a wallet Financially mature consumers are set in their ways about UPI apps & wallets

"Is this a bank, a wallet or just a payment app?" The CHALLENGE Payments Banks occupy an unclear space between banks, wallets and payment apps, making it difficult for consumers to understand their purpose. THe GAP Identity confusion. THE NEED Build a distinct mental identity for the category that stands out against other financial tools Still questioning its meaning against other digital payment methods Trying to understand it against other Banks Trying to understand it against UPI & Cash for daily payments Further confused by new and emerging mediums like e-rupees

"Can I trust it with my money?" The CHALLENGE Rising fraud, scams and regulatory scrutiny have reinforced consumer reliance on traditional banks for financial confidence. THe GAP Confidence deficit. THE NEED Build confidence through credibility, transparency and everyday proof. Absence of physical branch becomes a point of distrust Finding future proof and back up plans in case of adversities Fear of losing money in case the operations shut down The PayTm Payments Bank’s shut down anxiety still lingers

"Where does it actually fit into my financial life?” The CHALLENGE Consumers increasingly organise money across different goals, occasions and financial products, yet Payments Banks have largely been communicated as standalone products rather than as purposeful financial companions. THe GAP Weak habit formation. THE NEED Embed the category into everyday money behaviours to create recurring relevance and stronger habit formation. Unable to justify the extra charges for the “everyday spends” aspect of payments banks Prioritising legacy banks even as the second payment optionk criticising deposit limits Finding its space in their larger financial goals

Outlining the barriers to adoption by the Banked Segments Limited Incremental Value Consumers already have established banking relationships and fintech apps, making it difficult to justify why a Payments Bank deserves a place alongside them. Legitimacy Doubt Payments Banks occupy an unclear space between banks, wallets and payment apps, leaving consumers unsure of what unique role they actually play. Confidence Deficit Digital fraud, regulatory events and the absence of traditional banking cues make consumers question whether Payments Banks are as safe and dependable as established banks. Weak Habit Formation Even when consumers understand the product, it rarely becomes a purposeful part of their financial routine because its role in everyday money management remains unclear. IMPERATIVE becomes a purposeful part of their financial routine because its role in everyday money management remains unclear. IMPERATIVE For this segment, adoption depends less on introducing another banking product and more on establishing a meaningful role within an already mature financial ecosystem. Proposition will create relevance, but purposeful integration into consumers' financial lives will drive sustained adoption.

Outlining the barriers to adoption by the Unbanked/Underbanked Segments Low Awareness Many users may be unaware, unheard of the service, or confused about what a payments bank actually does. Legitimacy Doubt Trust often sits more naturally with public sector banks, regional rural banks, co-op aerative banks and post offices. Perceived Absence of Safety Net For many, trust comes from a visible branch, post office, known agent or someone who can physically intervene. Technological Intimidation feels high-stakes and easy to get wrong. Language barriers, unfamiliar interfaces, OTPs, PINs and the fear of one wrong tap Security Anxiety Wrong transactions, fake calls, growing noise around cybercrime, banking misuse; without local help,risk feel larger IMPERATIVE transactions, fake calls, growing noise around cybercrime, banking misuse; without local help,risk feel larger IMPERATIVE For this segment, even a strong product use-case can get overridden by deeper perceptual barriers. Adoption will require conviction in the use-case and confidence in the brand to move together. It will be key to demonstrate that APB is real, safe and useful parallely. Proposition will offer reason-to-consider, but confidence will offer permission-to-adopt.

"I'm not sure I can trust it." CONFIDENCE "So I never make it part of my financial life." HABIT "I don't know why I need it." RELEVANCE "I don't know what this is." IDENTITY IMPERATIVE: Adoption won’t move through proposition alone; brand must solve the interconnected frictions around it With financial access and product adoption rising, APB needs a sharper identity, defining its place in “new-age banking” Create a distinct role for APB in a crowded financial life. Make the micro-need feel purposeful enough As users look for other financial products to offer similar function benefit, the job at hand is to make the narrow role feel purposeful, not limiting Build credibility at par with traditional banking, with the ease of a tech-first brand. Make APB feel like a legitimate bank-backed-by-tech — secure, reliable & regulated Rationalise why one more account is worth using repeatedly. Marketing must turn simplicity of the product into a benefit in an increaisngly complex life (both financial and otherwise)

Primary; Announcement hub ROLE OF SOCIAL MEDIA: PUBLIC FINANCIAL SERVICE PLATFORM SOCIAL MEDIA PRESENCE Broad Approach Prioritises category adoption and public enablement to strengthen confidence in the banking system itself Audience | Bharat-first imagery Massy, rural households, farmers, senior citizens and small merchants, reinforcing the idea that banking belongs to every Indian Communication Philosophy Leads with institutional authority where banking is framed as a public service with education, trust and accessibility taking precedence Content Treatment Information-led, instructional and government-coded No influencer collaborations observed Platform Presence Explainer Hub Duplication of content from primary platform Cyber security & Fraud awareness Build confidence in digital banking and protect first-time users Doorstep banking and enablement security & Fraud awareness Build confidence in digital banking and protect first-time users Doorstep banking and enablement Testimonials, service highlights to showcase last-mile delivery proposition with postman as the. Hero Banking products & service explainers Expansion of “doorstep banking” Recrutiment drives to drive mission of financial and help with accessible banking services Lead with philosophy of “banking must come closer to people before people come closer to banking” byreducing complexity around banking products

Primary; Image Building Hub Expand the role of finance in consumers’ everyday lives by positioning itself as the choice for better financial decision-making Audience | Urban-first/Premium Digitally active, young millenials looking for financial clarity and management Communication Philosophy Finance is contextualised into everyday decisions, making financial management feel relevant, approachable and habitual Content Treatment Lifestyle-led, conversational and visually premium Platform Presence Finance Decoding Hub Duplication of content from primary platform Framing Jio Finance as smart choice Leading with “pay and earn”, and inviting audience for co-creation that helps drive adoption and switching SOCIAL MEDIA PRESENCE Broad Approach Financial explainers & money concepts co-creation that helps drive adoption and switching SOCIAL MEDIA PRESENCE Broad Approach Financial explainers & money concepts Position Jio as a trusted guide for everyday financial decisions by helping consumers develop better money habits through practical guidance around saving, investing, spending and planning ROLE OF SOCIAL MEDIA: FINANCIAL BEHAVIOUR COMPANION Identified audience cohort to build financially intelligent Bharat content majorly is around nurturing financial behaviour to make the next-gen more money-savvy Influencer relationships are campaign-specific take a “offering-first” lens, rotating through lifestyle and finance-first creators to promote services and app

Promotional; Less about aspiration and more about practical money movement to make consumers feel capable of managing everyday financial tasks Functional, accessible and demonstration-led Brand/app ecosystem explainer hub Duplication of content from primary platform Primary Focuses on reducing hesitation until digital banking becomes a comfortable everyday behaviour Audience | P1: Mass consumers, small business owners, who need simple & close-at-hand banking P2: B2B merchants to become banking outlets Communication Philosophy Content Treatment Platform Presence SOCIAL MEDIA PRESENCE Broad Approach ROLE OF SOCIAL MEDIA: FINANCIAL BEHAVIOUR COMPANION Building the narrative of “Fikar Not” Contextualising banking concerns and hiighlighting the convenience of Fino app ha been a the core proposition for the brand Building the image of “neighbourhood bank” hiighlighting the convenience of Fino app ha been a the core proposition for the brand Building the image of “neighbourhood bank” -Highlight on recruiting merchants through human tonality as offline bank touchpoints and become “mohalla ka banker” —Fino Soundbox to build a distinct brand recall through merchant touchpoints Lens towards fraud rooted in driving digital banking adoption Customer guidance and assisted learning No influencer collaborations observed

CATEGORY TERRITORY DESIRED IMPACT AAPKA BANK, AAPKE DWAAR FIKAR NOT BUILD WITH BHARAT CORE NARRATIVE ADOPTION STRATEGY Financial Inclusion Banking is for everyone Democraticising branking financial services closer through trust, driving digital literacy and assisted access Lower trust barriers through assisted banking and government credibility Be intelligent with your finances Putting Bharat at the heart of intelligent finance by encouraging smarter financial participation Build recurring financial habits by embedding banking within everyday finance Integrated Finance Everyday Banking utility Forget your banking worries Positioning itself as a dependable neighbourhood banking partner that simplifies everyday banking Reduce friction through practical utility and neighbourhood accessibility Confidence to participate Habit to stay within an ecosystem friction through practical utility and neighbourhood accessibility Confidence to participate Habit to stay within an ecosystem Dependence on everyday utility Our peers have designed content around a central narrative to build mental association among audience Anchor communication in a larger brand narrative that guides every content decision and builds long-term mental association takeaway Imperative

Category codes currently feel cluttered and overlap across peers CATEGORY CODE TRUST BUILDING FINANCIAL ENABLEMENT SERVICE ADOPTION CONSUMER PROTECTION FINANCIAL PARTICIPATION Because Payments Banks are handling money without the legacy of traditional banks, communication repeatedly works to establish legitimacy, safety and confidence The category exists to increase participation in formal digital finance, making education an essential communication responsibility rather than an optional content pillar Payments Banks need to convert awareness into everyday usage, so communication consistently demonstrates how products solve practical financial needs Digital banking adoption is inseparable from safe banking behaviour. Brands therefore spend significant communication helping consumers identify scams and bank responsibly from safe banking behaviour. Brands therefore spend significant communication helping consumers identify scams and bank responsibly Unlike many banking categories, Payments Banks still communicate with the objective of expanding financial access and encouraging broader participation in the formal financial ecosystem CONTENT MANIFESTATION Fraud awareness Cyber safety Security messaging RBI/Government associations Safe banking practices Banking education Product explainers Digital literacy Process tutorials Financial awareness Product demonstrations Merchant services Payments Savings Account opening Everyday use cases Scam alerts OTP awareness Password safety Cyber hygiene Responsible banking Government schemes Merchant enablement Rural outreach Assisted banking Build category understanding BRAND INTENT Build category understanding Explain capabilities Reduce perceived risk Build category understanding takeaway Refresh both the perspective and the formats through which category codes are expressed to create distinction within a crowded category Imperative

Looking beyond the category to see how the players in the larger landscape are reaching consumers

consumer awareness To simplify financial concepts and responsible banking through stories that audiences choose to watch—not lessons they feel obliged to learn. NEW APPROACH Brands are moving from instructional financial education to entertainment-led storytelling, using fictional narratives, relatable characters and serialized content to make financial literacy emotionally engaging and culturally consumable. CONTENTJOB: MECHANISM: MICRO DRAMA Financial fraud awareness is delivered through emotionally driven everyday stories MECHANISM: MICRO DRAMA Builds financial literacy through relatable family stories MECHANISM: WEB SERIES Long-form fictional storytelling uses relatable life journeys to make financial awareness feel aspirational, emotionally engaging and accessible

EDUCATION & ENABLEMENT To empower consumers with practical knowledge that helps them make smarter financial decisions, navigate modern adulthood and build confidence in managing money. NEW APPROACH Brands are moving from one-way financial education to action-oriented enablement, transforming complex financial concepts and everyday life decisions into practical, relatable content that helps consumers think, decide and act with confidence. CONTENTJOB: MECHANISM: DATA STORYTELLING Uses data, comparisons and real-life scenarios to break down complex financial questions into simple explainers & actionables MECHANISM: DATA STORYTELLING MECHANISM: PODCASRS, INTERVIEWS, VLOGS Connects financial education with real-life adulting moments such as careers, salaries, renting and lifestyle choices VLOGS Connects financial education with real-life adulting moments such as careers, salaries, renting and lifestyle choices Leverages lived experiences of founders, creators and professionals to turn financial advice into practical playbooks rooted in real-world MECHANISM: DATA STORYTELLING Expands beyond personal finance to decode economic shifts, consumer culture and emerging trends, helping audiences understand the larger forces shaping their financial decisions.

cultural seeding & connection FORMAT: VOX POP FORMAT: VOXPOP FORMAT: MICRODRAMA SERIES FORMAT: NEWSJACKING To take brands to street and tap onto public pulse Witty real-time take on what youth is already watching, laughing about or debating — helping it sneak into culture while the conversation is still hot and showcase brand’s cultural fluency and reflex Internet Entertainment IPs social-native content series built on trending cultural topics — turning youth obsessions like founder culture, side hustles, adulting, hustle, dating or success into fun, satirical and ownable brand formats. To build cultural relevance by participating in the conversations, behaviours and moments that audiences are already invested in—helping the brand feel socially present beyond its products. NEW APPROACH Brands are moving from scripted storytelling to conversation-led storytelling, using the public as the protagonist and everyday opinions as the content itself CONTENTJOB: FORMAT: NEWSJACKING

PRODUCT PROMOTION MECHANISM: INTERNET ABSURDITY Product promotion by culture hacking, borrowing from extremely internet-native codes of brain rot (cats as chaotic, cute, memeable protagonists) and micro-trend hacking (quick cultural signals that say, “if you know, you know.” ) Communicate products by speaking the language of the internet, using quick cultural signals that say, “if you know, you know.” Their power lies in speed, insider energy and demonstrating the brand’s internet fluency. NEW APPROACH From promotional messaging to platform-native expression. Brands are culture hacking through micro-trends, borrowing from extremely internet-native codes to make product communication feel platform-native and brand like “one of us” rather than promotional CONTENTJOB: MECHANISM: INTERNET ABSURDITY MECHANISM: MICRO-TREND HACKINGI MECHANISM: INTERNET ABSURDITY

MECHANISM: COMMUNITY PARTICIPATION MECHANISM: BRAND EVENTS Participation & play Create a brand culture that invites audiences to participate, contribute and be part of the brand’s world rather than simply consume its content NEW APPROACH From audience engagement to audience participation. Brands are designing experiences and social touchpoints that encourage people to show up, interact and co-create through platform-native formats and real-world experiences CONTENTJOB: MECHANISM: BRAND EVENTS MECHANISM: BRAND EVENTS FPRMAT: VOX POP

Content job CULTURE SEEDING & CONNECTION Rather than treating social as a stream of posts, brands are creating ripples by assigning content strategic roles like… New approach Formats/mechanisms CONSUMER AWARENSS EDUCATION & ENABLEMENT PRODUCT PROMOTION PARTICIPATION & PLAY From campaign bursts to continuous cultural participation From transactional messaging to culture-hacked, platform-native storytelling From building audiences to building participants Vox Pop, Newsjacking, microdrama series Internet Absurdity, Micro-trend Hacking Vox Pop, Brand Events & Fests, YouTube Community From instructional awareness to entertainment-led storytelling From technical education to practical, real-world enablement Micro dramas, web series Data Storytelling, Podcasts, Interviews, Vlogs

RECOMMENDATION 1: PROPOSED CONTENT JOBS FOR AIRTEL PAYMENTS BANK CONSUMER AWARENESS FINANCIAL LITERACY CULTURE SEEDING & CONNECTION PRODUCT PROMOTION PARTICIPATION & PLAY Build recognition and understanding around the needs and challenges before selling the solution Build confidence, reduce uncertainty and develop the capability required to act — particularly where unfamiliarity with formal or digital finance can become a barrier to adoption Make the brand’s money philosophy live outside banking conversations by connecting APB to the contexts, conversations and changes shaping how India lives on digital Translate APB’s portfolio into clear, relevant and credible reasons for people to consider, choose and repeatedly use its products APB’s portfolio into clear, relevant and credible reasons for people to consider, choose and repeatedly use its products Lower the distance between people and a traditionally low-involvement, serious category by creating ways to interact, contribute and experience the brand more actively CONTENT JOB Identity + low awareness Confidence + technological intimidation Relevance Relevance + Adoption Connection + memorability BRAND PROBLEM HOW Works at two levels: NEED AWARENESS: Bring attention to financial needs, vulnerabilities and gaps CATEGORY AWARENESS: Build understanding of the evolving banking landscape including the role of “money and different homes” BRAND AWARENESS: Establish what Airtel Payments Bank is, what it stands for and the distinct role it can play within people’s financial lives. Establish what Airtel Payments Bank is, what it stands for and the distinct role it can play within people’s financial lives. Works at three levels: MONEY LITERACY: Build understanding of basic money management principles and behaviours DIGITAL BANKING LITERACY: How accounts, transactions, PINs, OTPs and digital banking actually work SAFETY LITERACY: How to recognise fraud, protect money and know what to do Works at three levels: PLATFORM-NATIVE PARTICIPATION: Adapt to the evolving formats, humour and creative codes native to each social platform, allowing APB to behave like a contemporary social brand. MICRO-MOMENT & TREND RESPONSIVENESS: Respond to emerging trends, memes and conversations where APB can add a relevant brand perspective CULTURAL MOMENT ACTIVATION: Enter larger cultural and seasonal moments by finding a credible APB angle within them brand perspective CULTURAL MOMENT ACTIVATION: Enter larger cultural and seasonal moments by finding a credible APB angle within them Works at three levels: LOW-BARRIER INTERACTION: Make entry into financial conversations easier through simple, intuitive and socially native participation COLLECTIVE PARTICIPATION: Turn individual responses into shared conversations, recurring formats and community-generated narratives that can grow beyond a single post SELF-EXPRESSION: Give people opportunities to bring their own experiences, opinions and behaviours into the conversation single post SELF-EXPRESSION: Give people opportunities to bring their own experiences, opinions and behaviours into the conversation Works at three levels: USE-CASE CLARITY: Establish the specific situations, needs and audiences for which a product is relevant PROOF & REASSURANCE: Provide the evidence, demonstrations and credibility cues required to overcome doubts around safety, legitimacy, ease and reliability BENEFIT TRANSLATION: Turn features and functionality into tangible value people can understand in the context of their lives

BRAND AUDIT Communication is rooted in contemporary money behaviours, making the brand feel relevant Limited functional use cases: The brand taps on new-age moments to demonstrate utility, but misses out on building larger conversations or owning a distinctive perspective around them Airtel Payments Bank has successfully established the role of a ‘safe second account’, giving the category a distinct behavioural proposition Currently, we reinforce what the second account does, but is limited in building the proposition around behaviour adoption beyond fraud prevention OPPORTUNITY: Elevate the second account from a functional safeguard to a meaningful financial habit OPPORTUNITY: Become culturally memorable rather than just contextually relevant Platform presence is broad, but platform roles remain limited Become culturally memorable rather than just contextually relevant Platform presence is broad, but platform roles remain limited Instagram acts as the primary content source, with Facebook and X largely mirroring the same communication. YouTube remains largely functional, focused on campaign assets and “how-to” content, rather than building a differentiated long-form content proposition OPPORTUNITY: build platform-native behaviours, differentiated audience experiences and stronger engagement across each channel

Creator as functional amplifiers Collaborations largely remain campaign and utility-led to majorly drive product awareness. Currently, they help contextualise and explain the ‘safe second account’ proposition, limiting the scope of expanding the brand meaning OPPORTUNITY: We need to go beyond product awareness to build a brand world that helps us with creating long-term brand affinity by tapping on broader culture of modern money and behaviour *Regional communication observed on Instagram REGIONAL THE ENTERTAINERS Simplify functional messaging and make it relatable through comedy, sketches and everyday situations Build trust and educate consumers around product, fraud awareness, and make the brand feel current in the financial landscape SURVIVAL WIZARDS Discuss money management and frauds; Remain promotional content on everday spending efforts rooted in “safe second account” proposition”; Remian promotional BRAND AUDIT

STRATEGIC RECOMMENDATIONS Charting the way through brand and social rewiring

What We Learnt So Far..... Identity ambiguity, unclear relevance, confidence gaps, and weak habit formation continue to prevent Payments Banks from becoming an intentional part of consumers' financial lives. The category's biggest barriers are rooted in perception, not functionality. Urban consumers seek smarter money management, security and convenience, while rural consumers prioritise accessibility, reliability and tangible everyday value. A single narrative cannot address both realities. Urban and rural consumers are solving fundamentally different financial needs. Modern financial products are valued not by features alone, but by the role they play across different money behaviours, life stages and financial goals. Consumers now expect finance to fit seamlessly into everyday life. different money behaviours, life stages and financial goals. Consumers now expect finance to fit seamlessly into everyday life. The opportunity lies in creating a platform-native, behaviour-led content ecosystem that keeps the brand culturally relevant while fulfilling its category responsibilities. Creative differentiation now comes from how brands communicate, not just what they communicate. The 'Safe Second Account' has given the brand a distinctive behavioural proposition, but communication remains anchored in functional utility. The opportunity lies in evolving it into a larger financial habit and a culturally memorable brand by shifting our mechanism. Airtel Payments Bank has built a strong proposition, but not yet a broader brand meaning on social brand by shifting our mechanism. Airtel Payments Bank has built a strong proposition, but not yet a broader brand meaning on social While trust, education and product communication remain essential, brands are increasingly creating relevance through cultural participation, practical enablement and entertainment-led storytelling. Leading financial brands are building narratives beyond category codes.

TWO PRONGED MECHANICS Brand Move Social move Build distinct brand meaning for our consumers to build core affinity and mental association Place the brand inside the culture to build relevance and go beyond the cluttered category communication

BRAND MOVES -LARGER NARRATIVE FOR -CREATIVE LENS ON SOCIAL MEDIA -PLATFORM STRATEGY -CONTENT STRUCTURE & CREATIVE MANIFESTATION

RECOMMENDATION 2: BUILDING A LARGER NARRATIVE FOR BANKING BUILT AROUND YOUR LIFE As life becomes more dynamic, people's banking needs become more contextual. Airtel Payments Bank believes banking should be built around these changing realities, making financial experiences more intuitive, purposeful and relevant to the way people live today. URBAN INDIA Position the “Safe Second Account” as a banking relationship that complements consumers' banking ecosystem by fitting seamlessly into the different financial roles they navigate every day, from spending and subscriptions to travel, savings and protection, making Airtel Payments Bank a purposeful part of modern financial life. BUILT AROUND MODERN BANKING BEHAVIOURS RURAL INDIA making Airtel Payments Bank a purposeful part of modern financial life. BUILT AROUND MODERN BANKING BEHAVIOURS RURAL INDIA Position the “Guarantee Subsidy Khata” as a dependable banking relationship that fits naturally into people's everyday realities by making government benefits, household finances and essential transactions more accessible, reliable and relevant to the way life is lived. BUILT AROUND EVERYDAY BANKING REALITIES

RECOMMENDATION 3: PROPOSED SINGULAR CREATIVE LENS TO SOCIAL MEDIA THE HOME FOR MONEY’S MANY LIVES Airtel Payments Bank shows up wherever Indians are already separating, protecting, and assigning meaning to their money, turning an old instinct into a modern, digital habit NOTICE HOW INDIA ALREADY SORTS MONEY MAKE MONEY SEPARATION FEEL NATURAL AND RITUALISTIC BUILD PRIDE AROUND HAVING MONEY THAT’S ORGANISED Reflect existing behaviour - envelope habit, the untouched gold, the “that’s not touch money” rule- back so people see themselves in it Position the second account as an extension of instinct, not a new financial task Make “my money has homes” a visible, aspirational and shareable behaviour STRATEGIC JOB OF OUR ROLE ON SOCIAL

RECOMMENDATION 4: PROPOSED CONTENT STRUCTURE | CONTENT PILLARS THE HOME FOR MONEY’S MANY LIVES MONEY & ITS MEANINGS Explores the meaning attached to money before banking enters the conversation. It is about the invisible labels put on the same currency and helps audiences recognise that money may look the same in an account, but does not play the same role in life. Before we can persuade someone that money needs a second home, we need to make the audience recognise: “Yes. My money isn’t all the same“ MONEY & ITS WAYS We are not teaching India to separate money. We are: Recognising an existing instinct → legitimising it → modernising it Explores India’s existing money-management intelligence - the rules, rituals and workarounds Indians already use to separate, protect and earmark money. We show how we turn this informal money-management behaviour into a simpler digital habit to separate, protect and earmark money. We show how we turn this informal money-management behaviour into a simpler digital habit MONEY & ITS HOMES Explores which kinds of money deserve a distinct place and why we can become that place. It connects specific financial needs to clear product use cases, helping understand what the account is for and why they should use it repeatedly. We give each kind of money a clear reason to find a home with

RECOMMENDATION 4: PROPOSED CONTENT STRUCTURE | CONTENT PILLARS Urban consumers often already have access to banking and digital payments. The opportunity is not to introduce banking, but to show how APB can complement an increasingly layered financial life by taking on distinct, purposeful roles Proposed Narrative Movement: Recognise changing financial behaviours → Help people navigate growing financial complexity → Establish APB as a complementary banking relationship For rural and financially newer audiences, banking is often experienced through essential needs, family responsibilities, local access and assisted support. APB must make banking feel dependable, understandable and naturally integrated into these realities access and assisted support. APB must make banking feel dependable, understandable and naturally integrated into these realities Proposed Narrative Movement: Recognise the realities surrounding everyday banking → Make banking easier and safer to navigate → Establish APB as a dependable banking relationship URBAN EXPRESSION RURAL EXPRESSION GEOGRAPHICAL EXPRESSION OF THE HOME FOR MONEY’S MANY LIVES

CATEGORY: Explains money. Products, Features, Financial Literacy, Offers, Protection. SOCIAL WORLD: Makes life relatable. Observations, Culture, Behaviour. Shared truths. Conversations. WHERE APB EXISTS Not finance. Not wealth. Not investing. Money in everyday life. WHERE THE MANY LIVES OF MONEY ARE EXPERIENCED A social world that helps people see the stories, behaviours and decisions hidden behind everyday money moments. On social, this becomes;

Build trust through utility-first content, financial awareness and community value; mainly for rural & semi-urban audience PLATFORM BEHAVIOR AUDIENCE BEHAVIOUR STRATEGIC FOCUS Prioritises content that drives saves, shares, watch time and meaningful interactions. Users seek relatable, entertaining and culturally relevant content they can share or save for later. Create culturally relevant, story-led content with high saveability and shareability. Rewards content that generates conversations, shares and community engagement. Users actively seek practical information, long form video content, regional educational videos, etc. Rewards strong retention, session time and consistent viewing. Users come with an intent to learn, understand or explore topics in depth. Build authority through recurring educational series and long-form storytelling. to learn, understand or explore topics in depth. Build authority through recurring educational series and long-form storytelling. Distribution is driven by forwards within trusted personal networks. Users only forward content they find genuinely useful, trustworthy or emotionally relevant. Design concise, high-utility content that earns trust and is worth forwarding. Prioritises highly consumable vernacular content with strong completion and share rates. Audiences prefer regional language, humour, familiar contexts and everyday relatability. Create culturally rooted, vernacular-first content that simplifies banking through entertainment. P1: URBAN | P2: RURAL URBAN P1: RURAL P2: URBAN RURAL & URBAN P1": RURAL P2: URBAN P1": RURAL P2: URBAN Rewards timely, conversational content that sparks replies and ongoing discussions. RURAL P2: URBAN P1": RURAL P2: URBAN Rewards timely, conversational content that sparks replies and ongoing discussions. Users come to share opinions, react to cultural moments and participate in real-time conversations. Build brand personality through culturally relevant conversations, relatable money observations and reactive content. RECOMMENDATION 5: PROPOSED PLATFORM STRATEGY

RECOMMENDATION 6: PROPOSED CONTENT STRUCTURE | CONTENT PILLARS PILLAR 1: MONEY & ITS MEANINGS URBAN RURAL PILLAR MANIFESTATION BASIS COHORT The changing roles money plays in modern life Explore how money takes on new meanings as people move through different lifestyles, responsibilities, ambitions and life stages. The pillar makes APB relevant to the evolving contexts in which urban consumers earn, spend, save, share and protect money The essential responsibilities money carries Explore money through the everyday realities it supports: household continuity, welfare, education, health, livelihood and family obligations. The pillar should reflect the weight and purpose attached to money without reducing rural consumers to only subsidy recipients. CONTENT TERRITORIES reflect the weight and purpose attached to money without reducing rural consumers to only subsidy recipients. CONTENT TERRITORIES Modern Financial Roles How money shifts between everyday convenience, lifestyle spending, family responsibilities, aspirations and protection Life-Stage Money How banking needs change with first salaries, moving cities, marriage, parenthood, freelancing or supporting family Money Management Concerns The emotions and tensions connected to modern financial life: independence, exposure, guilt, freedom, security and feeling organised Money for Everyday Life The role money plays across household needs, essential purchases, education, healthcare and livelihood Money That Supports Others The responsibilities attached to remittance, pension, family income and money managed on behalf of a household That Supports Others The responsibilities attached to remittance, pension, family income and money managed on behalf of a household Money & Local Culture How financial needs change around crop cycles, school admissions, festivals, emergencies, weddings and migration CONTENT JOB: Consumer Awareness | Culture Seeding & Connection | Participation & Play CONTENT JOB: Consumer Awareness | Culture Seeding & Connection FORMATS: Micro-dramas, POV reels, relatable sketches, vox pops, creator-led storytelling, episodic reels, trending formats, social experiments FORMATS: Real-person stories, regional micro-dramas, vox pops, mini-documentaries, regional creator content, community stories

RECOMMENDATION 6: PROPOSED CONTENT STRUCTURE | CONTENT PILLARS PILLAR 2: MONEY & ITS WAYS URBAN RURAL PILLAR MANIFESTATION BASIS COHORT The behaviours shaping modern banking Legitimise the different ways people are learning to manage, move and organise money as their lives change. This is not “how to bank better” but it is about emerging financial behaviours—some already established, some improvised, some still seeking legitimacy Making everyday banking easier to understand and use Explore how people access, manage money across digital and assisted systems. This pillar should reduce technological intimidation and build confidence around the actual behaviours required to participate in banking CONTENT TERRITORIES technological intimidation and build confidence around the actual behaviours required to participate in banking CONTENT TERRITORIES New Money Logic How individuals, couples and households organise and develope their own systems for managing increasingly complex financial lives—separate accounts, burner accounts, expense accounts, multiple UPI IDs, designated money pools Livelihood in motion The everyday financial practices people develop when income is uneven, cash and digital coexist, and household and livelihood money constantly intersect Trusted ways, new tools How familiar financial behaviours evolve as newer banking tools enter everyday life while retaining the logic people already trust Access and Assistance How digital banking, local banking points, agents and support systems work together to make banking usable and Assistance How digital banking, local banking points, agents and support systems work together to make banking usable CONTENT JOB: Financial Literacy | Consumer Awareness | Culture Seeding & Connection COTENT JOB: Financial Literacy | Consumer Awareness | Product Awareness FORMATS: Micro-trend content, internet culture, data storytelling, vox pops, creator experiments, platform-native series FORMATS: Intergenerational conversations, Demonstration videos, vernacular explainers, scam simulations, myth-busters video, on-ground stories Managing across worlds The financial systems created when earning, spending and responsibility do not happen in the same place Learning to Money The financial behaviours people develop as they begin managing money independently—often through trial, error, peer advice and self-created rules rather than formal financial education

RECOMMENDATION 6: PROPOSED CONTENT STRUCTURE | CONTENT STRUCTURE PILLAR 3: MONEY & IT’S HOMES URBAN RURAL PILLAR MANIFESTATION BASIS COHORT A purposeful role for APB within the banking ecosystem Show how APB can complement an existing primary bank by becoming the right home for selected financial roles. The product should be presented as an addition that makes modern banking life more intuitive—not as a replacement for everything consumers already use A dependable place for important everyday money Establish APB as a banking relationship people can rely on for essential inflows and transactions. The communication needs to demonstrate not just product relevance, but legitimacy, accessibility, safety and continuity CONTENT TERRITORIES Designed Around a Need Different reasons to use APB across spending, travel, subscriptions, protection or specific financial responsibilities Around a Need Different reasons to use APB across spending, travel, subscriptions, protection or specific financial responsibilities APB in Practice Product demonstrations, usage journeys, features and proof that show how APB fits seamlessly into the money-management world APB You Can Rely On Proof of safety, accessibility, regulation, support and dependable access to money APB in Everyday Life Real stories and demonstrations showing how people receive, access and use money through APB Guarantee Subsidy Khaata A dedicated account built around the receipt and management of government-linked benefits CONTENT JOB: Financial Literacy | Product Awareness | Consumer Awareness CONTENT JOB: Financial Literacy | Consumer Awareness | Product Awareness Literacy | Product Awareness | Consumer Awareness CONTENT JOB: Financial Literacy | Consumer Awareness | Product Awareness FORMATS: Micro-dramas, long form web-series, use-case storytelling, product-in-life demonstrations, customer stories, product explainers, creator trials FORMATS: long-form episodic storytelling, Use-case demonstrations, beneficiary stories, vernacular explainers, situational micro-dramas Safe Second Account A distinct account for everyday transactions or money consumers want to keep separate from their primary account