Axis Bank, the third largest private sector bank in India, has launched its new brand campaign – ‘Badhti ka naam zindagi’. Having established its credentials as a customer centric bank, the new campaign aims to highlight the Bank as a preferred partner in progress.
The campaign, designed by Lowe Lintas, features Axis Bank’s new brand philosophy – ‘Success is never ending and is never celebrated the day after; it is history as soon as it’s achieved. Every success is momentary, just a milestone in the journey called life. Axis Bank celebrates your every success as a stepping stone for the next one’. Axis Bank zeroed on this philosophy after over six months of extensive consumer workshops and brand research.
Elaborating on the campaign, Manisha Lath Gupta, Chief Marketing Officer, Axis Bank, said, “‘Badhti ka naam zindagi’... or Progress on... is an expression that encapsulates Axis Bank’s belief on the meaning and purpose of life that everyone wishes and works towards. We believe that success today is no longer about having accomplished a goal. It’s about setting newer goals and achieving each one of them. People today feel inspired about their own capabilities and that in turn triggers hope and outlook towards a better life.”
R Balki, film maker and Chairman, Lowe Lintas, added here, “It is fascinating to see how much movies have impacted our lives. When we fall in love, there is background music playing in our heads. When we are angry, happy, sad, successful, we have begun to see ourselves as actors in our own private film. This is a reality. So, to express the philosophy of ‘Badhti ka naam zindagi’, it was interesting to visualise the real journey of life as if it were a film and use a director’s language to plot every step.”
The repositioning of Axis Bank from ‘Aapka Solution’ to ‘Badhti ka naam zindagi’ is an important milestone in the bank’s journey. The new campaign marks the evolution of the Axis Bank brand from playing the role of a ‘problem solver’ in the customer’s life to that of an ‘encouraging and enthusing partner’ by owning an attitude and belief that resonates with target audience in everyday life.
Coinciding with the campaign, Axis Bank has also launched two applications – ‘Meri Zindagi ka Safar’ and ‘Meri Zindagi ki Picture’ – on its Facebook page. The ‘Meri Zindagi ka Safar’ is an app that lets users mark the places they have travelled to, thus enabling them to find out how much distance they have covered in these journeys of their life. The premise to this app is that one enriches their experiences as one travels, which in turn helps people learn and grow and progress in their lives.
‘Meri Zindagi ki Picture’ is about ‘Life’ itself. This app lets users compile images clicked by them in a showcase of their life’s story.
Axis Bank: Manisha Lath Gupta, Sagnik Ghosh, Saurav Parmar, Samir Khandelwal
Agency: Lowe Lintas
Account Management: Anaheeta Goenka / Indraneel Ghosh / Rajesh Salvi / Shrey Bhatia / Suchismita Hota
Planning: Arun Raman / Gursimran Singh
Creative Team: R Balki / Arun Iyer / Amar Singh / Prathamesh Gharat / Nandkishore Sale / Manoj Kolaskar / Abhay Desle / Paresh Panchal / Tejas Dangre / Joshua Thomas / Sarfaraz Siddiqui & Team