Axis Bank targets the e-commerce generation, with 'Buzz'

Axis Bank has rolled out two films for the launch of its 'Buzz' credit card. The films have been conceptualised by Flying Cursor and target those who are addicted to e-commerce.

 

One film shows two friends at a cafe. Soon after the two take a selfie together, they notice a lady walking in. Looking at her dress, one of them says, 'Flipkart. Spring Summer 2016. Page four'. They look at another girl. One of them says, 'Myntra. Formals section. Second page'. Her friend joins in to complete the sentence by adding 'Third row'. The duo then look at a third person. One of them says, 'Of my God. That's the Jabong Winter Collection. First page, top first from the left'. Iss peh toh discount bhi nahi tha (This one wasn't even on discount.). The duo moan over the fact that the third lady paid pull price together and call a waiter to get them a double espresso shot. The film ends with the duo discussing the fact that the lady bought the jacket on full price.

Another film shows two friends at home. One is busy watching something on his tab, while the other is tuning his guitar. The bell rings. The man playing the guitar looks towards his friend on the tab and tells him to open the door as he is practicing. The man makes his way to the door, and greets a delivery boy. The man takes the parcel and places it in. The delivery boy asks the man who opened the door, whether he's wearing the same T-shirt he delivered to him the week prior. The man says yes, and the delivery boy compliments him on the same. The duo go on to exchange what's happening in each other's lives indicating a friendship bond between the two. The film ends with the delivery boy offering to take the man out to celebrate their 'freedom' post their respective recent break-ups, and the voice over introducing the Axis Bank Buzz credit card.    

 

Rohit Gite, creative director, Flying Cursor, said, “Online shoppers are an evolved but elusive lot. They are already drowning in a barrage of discount and offer based ads. So to stand out from the crowd we needed to tap the right insight and run with it. And considering the ever-shrinking tune off time, the communication also needs to be engaging. So we took basic characteristics and exaggerated them to give our films a fun element while also telling the target audience that this is the card for you.” 

 

Along with the films, a contest on Twitter was also running.