American Express will unveil its new global brand platform and marketing campaign called powerful backing, ‘Don’t Live Life Without It’ or ‘Don’t Do Business Without It’ in India on July 17. The platform reinforces that American Express is a relationship brand that has its customers back.

Storyboard speaks to Manoj Adlakha, CEO of American Express about what was the thought behind this new campaign and how is the company planning to make it relevant to the Indian consumer.

First Published:Jul 14, 2018 4:06 PM IST