How RBL Bank turned a card into a journey

RBL Bank partnered with IndianOil and Mastercard Marketing Services to launch the IndianOil RBL Bank XTRA Credit Card and IndianOil RBL Bank Credit Card in one of India’s most competitive categories: fuel cards. Instead of promoting savings alone, RBL Bank positioned the card as a companion for the open road, blending strong fuel value with the freedom and emotion associated with driving. Through the #FurtherAndBeyond campaign, brought to life by a seven‑day Himalayan expedition from Chandigarh to Leh Ladakh with ten adventure influencers, RBL Bank reframed the card as a lifestyle enabler for customers who view road travel as a symbol of independence and exploration. The launch event in Leh, set at 11,000 feet amidst the majestic Himalayas, was a one‑of‑a‑kind experience, hailed as one of the most spectacular and unique in the industry.

Driving holds deep emotional meaning in India, where long journeys and road trips are associated with freedom, self‑discovery and time spent with friends and family. At the same time, rising fuel costs have forced many to rethink how often they drive. The co‑branded fuel card segment is crowded, and most products compete on discounts and transactional value back.

As the fifth co‑brand partner with IndianOil, RBL Bank entered a market with established competitors and strong consumer expectations. Although the new cards offered some of the highest value back in the segment and access to IndianOil’s nationwide network, RBL Bank knew a transactional message alone would not stand out. The bank needed a differentiated approach that aligned with how customers see driving and that created an emotional connection with the product while still communicating its tangible financial benefits.

Working closely with Mastercard Marketing Services, RBL Bank created #FurtherAndBeyond as an immersive launch platform that connected the card to India’s most iconic representation of road adventure: the journey to Leh Ladakh. The campaign centered on a seven‑day biking and off‑road driving expedition from Chandigarh to Leh, covering more than 750 kilometers through the Himalayas. The route is well known among Indian travelers and represents endurance, discovery and the feeling of going further. 

RBL Bank selected 10 adventure influencers whose audiences reflected the younger, experience‑led customers the card sought to reach. Each influencer used the IndianOil RBL Bank XTRA Credit Card throughout the journey and documented real fueling moments at IndianOil pumps, travel preparation and milestones along the way. Their stories, reels and posts created an authentic link between the card and the joy of driving. RBL Bank amplified this contentthrough its own digital channels, extending reach and reinforcing the brand narrative. 

Brand presence was integrated throughout the expedition. Vehicles carried campaign branding, event spaces in Leh reflected the partners’ identities and IndianOil stations along the route provided familiar and relevant touchpoints for both travelers and online viewers. 

RBL Bank also worked with Mastercard Marketing Services to design a more meaningful media experience. Instead of traditional press invitations, journalists from leading national and financial outlets were invited to Leh for a two‑day immersive product launch program at 11,000 feet set amidst the striking Himalayas. This approach allowed them to capture firsthand stories and build deeper coverage through long‑form articles and video features. The launch was widely recognized as one of the most distinctive card unveilings in the industry.

The campaign generated strong acquisition and brand results for RBL Bank. Within four months, the cards received more than 200 thousand applications and over 50 thousand cards were issued. RBL Bank also achieved 240 percent of its month one acquisition target, reflecting strong product-market fit and clear resonance with the campaign narrative. Digital engagement was equally strong. The campaign reached approximately 20 million users, delivered more than 15 million views and generated 12.5 million impressions. Influencers produced 318 pieces of content from the expedition, which continued to circulate long after the journey ended. Amplification through RBL Bank, IndianOil and Mastercard channels kept visibility high and strengthened recall for the product.

Media coverage expanded the impact. More than 15 leading outlets and over 50 publications featured the launch, creating a meaningful earned media footprint and extending the product story well beyond the campaign period. In the months that followed, trusted comparison platforms and consumer websites began to identify the IndianOil RBL Bank XTRA Credit Card as one of India’s top fuel cards, reinforcing RBL Bank’s position in the category. Mastercard Marketing Services and RBL Bank were shortlisted for the global Drum Awards in November, 2025 for Social Media: Best use of Micro-Influencers. The campaign also won Gold at both the OOH Phoenix Awards for the Banking, Financial Services & Insurance category and the ACEF Global Customer Engagement Summit & Awards in the World of Mouth Marketing Category in 2025.

By focusing on the joy of the journey rather than fuel costs alone, RBL Bank and Mastercard Marketing Services turned a product launch into an experience that reflected how customers think about driving. Together with IndianOil, the bank introduced the IndianOil RBL Bank XTRA Credit Card as both a practical way to manage fuel spend and a trusted companion for the road. For brands competing in mature, price-sensitive categories, #FurtherAndBeyond demonstrates the impact of connecting functional value to the moments and experiences customers care about most.