Lowe Lintas curates ‘Zindagi Rahe Open’ campaign for Axis Bank

The film was mostly shot using mobile phone cameras of Axis Bank employees across the globe

e4m by exchange4media Staff
Updated: May 6, 2020 6:56 PM

Lowe Lintas Mumbai has conceived #FilmFromHome ‘Zindagi Rahe Open’ campaign to recognise bankers for doing everything they can to keep India open and keep the flow of transactions and money in the economy running.

Earlier this year, the bank spelt out its new brand philosophy ‘Open’ that was conceived by Lowe Lintas in partnership with its stakeholders. The philosophy of the bank ‘Open’ was backed by a visible service transformation using technology integrated with a human touch.

Speaking about the need for this campaign, Asha Kharga, Group CMO, Axis Bank, said: "This campaign reflects Axis Bank’s brand philosophy, keeping it open, both physically and virtually.

Through a nationwide lockdown which required backend and on-ground services to be functional at consistent levels. Activities like payments, money transfers, running branches, providing paper rolls to merchants for card payments, loading cash in the ATMs, or make banking accessible in the remotest areas during a pandemic is possible only due to bankers’ selfless service and their unwavering resolve.”

The film was mostly shot using mobile phone cameras of Axis Bank employees across the globe. Footages poured in from places like Bhubaneshwar, Jehangirpur, Mumbai and Canada were weaved into the film. The first half of the film that didn’t include the employees was also shot on phone to make the treatment look uniform.

Talking about the campaign, Amar Singh, Regional Creative Officer, Lowe Lintas said, "The film, conceived by Joshua Thomas, Katya Mohan and Prathamesh Gharat is an expression of the pride that Axis Bank feels in being part of the banking fraternity. Which finds itself at the economic frontline, facing challenges it has never faced before and showing us every day, that it is equal to the task.”

The #FilmFromHome is live across their social media platforms.

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