With a bold ambition to empower women across every dimension of life, Krungsri Credit Card is delivering campaigns that resonate far beyond checkout
As the Thai credit card market grows increasingly saturated, brand differentiation has become a matter of meaning, not just messaging. Krungsriayudhya Card Company, the credit card service provider of Bank of Ayudha (Krungsri), has responded by positioning its Lady Titanium credit Card as a platform of empowerment – targeting not just consumer spending but cultural relevance. Its 2024 marketing strategy was built around a central proposition – every stage of womanhood deserves visibility, validation and voice.
Narrative-led engagement
At the core of this approach is a sophisticated use of content marketing, marrying inbound engagement with lifestyle alignment. From Mother’s Day video vox pops to skincare tutorials and seasonal user-generated prompts, the Krungsriayudhya Card Company team has designed a year-long content calendar that has educated, entertained and converted. Strategic partnerships with fashion, cosmetic and sports brands such as H&M, JASPAL, Pomelo, Sephora, EVEANDBOY and adidas have translated core product benefits, including 7% cashback and 0% interest installments in fashion, cosmetic, beauty clinics and spa, into moments of lifestyle aspiration.
Influence with intent
What has set the campaign apart is its nuanced influencer strategy. Rather than promoting product alone, Krungsri has co-created narratives around the concept of ‘Ladyhood’ – a term the team redefined to include motherhood, inner beauty, identity and resilience. The bank has partnere/ with four influencers whose lived experiences brought these themes to life. These include LGBTQ+ advocate and beauty queen Kwanlada, MasterChef Thailand winner Paope, parenting community founder Mama Expert Thailand and globally renowned illustrator
Pomme Chan.
Each influencer has brought authenticity and storytelling to the forefront, whether through a special dish, video diary or limited-edition gift design. These collaborations have elevated the campaign from transactional to transformational, shifting audience perceptions and reinforcing Krungsri Credit Card’s position as a socially attuned financial brand.
Results with resonance
The results validate Krungsri Credit Card’s integrated approach: a 397% year-on-year surge in new card applications (March-October 2024 vs 2023), 600% growth in Google search volume and a 13% rise in card usage across beauty, fashion, travel and dining. These figures are not just a measure of reach, but of relevance and they speak to the power of connecting product value with purpose-driven storytelling.
Krungsriayudhya Card Company’s strategy has earned it dual recognition at the Retail Banker International Asia Trailblazer Awards 2025 – winning Best Marketing Campaign of the Year and Best Use of Influencer Marketing – for its visionary execution.