Task
To re-launch Diners Club International Credit Cards in India. The super premium cards has been existent in the country for some time but has been non-existent in the minds of people.

Human Insight & Positioning
There is no greater joy in finding something at ground zero (of the brand) that will connect the brand with a larger human insight?
Do we have something like that? Fortunately, yes.

People have an innate need to belong to something that they desire/value. Either to a group, to a thinking, to a cult…or to a Club.
‘Club’ is an integral part of Diners Club. Literally. And figuratively…it’s the Club for those with similar aspirations.

Since the brand is in the super premium category the aspirations it wants to espouse are that of ‘authentic experiential luxury’. And not the superficial ‘fancy bags’ and ‘private planes/yachts’ kind of luxury.

Positioning – Enjoy a sense of belonging, to something special.

Idea
Now that we have a human insight that has found a tangible connect with the brand, is there a way of expressing it that makes it immediately endearing and culturally relevant?
Fortunately, yes.

We Indians have a traditional way of welcoming people.

It is warm and inviting in its very nature and expression.

What if we were to take this warm Indian gesture and turn 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. But when it’s contextualized to a tradition and the brand, it assumes a new meaning.