Axis Bank celebrates the virtue of ‘human touch’ in banking through its new campaign

The new campaign 'Open' reinforces the value of human interaction combined with enhanced service that makes a world of difference in banking

e4m by exchange4media Staff
Published: Jan 28, 2020 3:07 PM  | 4 min read
axis bank

Axis Bank, the third-largest private sector bank in the country, launched – Open – its new brand campaign, which reinforces the value of human interactions complemented by enhanced service levels and an open mind, that can make all the difference in an otherwise mundane and automated world of banking services.

The turbo-charged technological advancements that are sweeping every industry have also been embraced by banks, the world over. However, in spite of the rapid strides towards digital banking, when it comes to personal investments, customers still prefer personal attention and the timeless human touch. The latest campaign, Open, echoes this very philosophy, which has been the guiding principle for Axis Bank all through. While the Bank has been at the forefront of technical innovation, it has continued to invest in nurturing its relationship with customers. Axis Bank has the best rated mobile app and is the most actively used banking app in the country. In the same breath, Axis Bank has added more than 1,000 branches in the last two years that helps extend the much required human touch to customers. Studies across the country show that Axis Bank is perceived as a down-to-earth, caring and empathetic brand.

 Machines, however advanced, are good at stimulating, but not at being. For Axis Bank this truth is not just its strength, but a differentiator. The ad campaign, created by Lowe Lintas, showcases several stories underlining the signs of customer-centricity exhibited subtly by the Bank’s employees. This platform idea will be driven by high impact TV burst that includes impact properties like the India-NZ cricket series, the Budget and forthcoming Delhi elections.

 At the launch of Open, Asha Kharga, Group Chief Marketing Officer, Axis Bank, said: “As a marketer, it’s quite rare that you get to work on an organisation philosophy that’s backed by service transformation. We worked very closely with process quality to get various service enablers in place before launching OPEN. Some of these initiatives have resulted in Axis Bank achieving a complaints ratio of 0.29 per 1000 customers; far lower than the industry benchmark of 0.40. Banking is essentially about service and while technology is a vital component for any business to succeed today, it is the integration with a human touch that ultimately will give a competitive edge in the digital market place.”

 ‘Open’ is slated to bring about a cultural shift backed by process transformations within the Bank. These process changes are focused in bringing down the TAT on current customer requests. A new unified front-end solution, Saksham has been built to empower branch staff with not only a single unified view of the customer but also a solution that addresses all requests related to any product or service. Many such extensive process upgrades have been actioned to bring real transformations on the ground that will directly benefit customers. With the upgraded infrastructure in place, the new philosophy, OPEN, was cascaded internally to all 60,000 employees in the Bank through extensive workshops and sessions held pan India. The whole effort is synchronized to ensure value-added services for customers on a day-to-day basis, making the Bank more accessible and responsive.

 Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas said: “' Open' is more than an advertising campaign for Axis Bank. It's a culture shift initiative. While partnering Axis through this initiative we brought to life small yet simple actions and behaviours that employees can replicate. Some of those have been translated into heartwarming video content that will be visible on mainstream and digital media. There are many more such little signs of 'openness' that this campaign will unfold as the customers interact with Axis Bank across various touchpoints.”

 “Open is an extremely liberating word. It kindles possibilities. In today’s world, High-tech needs to be balanced with High-touch. For us, the customer is always at the centre of our universe, and this campaign very aptly captures how our doors, physical and cerebral, are always open for them,” said Kharga.

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