In a CXO Connect interview with The Times of India, Airtel Payments Bank CMO Shilpi Kapoor explains why positioning the bank as a “safe second account” is its biggest strength. Focused on trust, inclusion, and ease, the bank caters to both rural first-time users and urban customers wary of digital fraud. Innovations like one-touch Fraud Alarm and instant CKYC onboarding underscore its safety-first strategy. Kapoor challenges vanity metrics, favouring lifetime value and personalised engagement. With 40% of accounts now opened by women, and a sharp focus on purposeful marketing, she champions agility, empathy, and consumer insight over noise and speed.