Smarter, faster, better — this is the new lifestyle, and one needs the right tools to integrate personal and professional lives. Services are catching up to be more flexible, personalised and supportive to attend to your needs whenever and wherever you are. It’s a fast-paced world, but it’s also about finding your own rhythm. American Express is all about convenience and no matter what the requirements of its modern customers, the company's new campaign ticks all the boxes. By doing so, Amex is reassuring Indian audiences that it has their back, no matter what.

Manoj Adlakha, CEO, American Express India says, “The new campaign is not a change in ideology but a reflection of changing lifestyles. Our consumers are people with drive and aspiration to get more from their lives. In India, these passion points include travel, dining, adventure and sports, technology and gadgets. We are witnessing a global transformation in people’s relationship with work, how they choose to earn a living and pursue their passions.”

From payment on-the-go to a father working from home while caring for his newborn child, the ad film portrays snippets of life and how people are making the best use of Amex to seamlessly navigate between life and work. Amit Handa, vice president, Ogilvy & Mather believes that two factors — reputation of service and security — allow American Express to back its consumers and provide them with the best experience across fields. “The visual elements of the campaign are meant to portray how the new brand platform is a guiding principle for the way Amex backs its card members and merchants,” he adds. As Mindshare’s Ruchi Mathur puts it, the lines between our work and personal lives have blurred and Amex wants to be there for these multi-dimensional doers.