Axis Bank has rolled out three films as part of its ‘dil se open – aapke liye’, (open for you, from the heart) campaign, through which it aims to showcase the bank’s human value proposition to its customers.
According to a statement from the bank, the campaign is based on real-life stories. While three films have been rolled out already, two more will be released soon. These three films are targeted towards the rural and semi-urban audience by focusing on products such as agri-loans (Krishi loans), small business banking and the bank's overall network across the country.
Rajiv Anand, deputy managing director, Axis Bank, said, "Axis Bank believes in creating and sustaining a culture of ‘customer obsession’ by keeping the customer at the very core of every conversation and decision. It is part of all customer interactions, product designs and process innovation journeys. Every customer voice is valuable, and Axis Bank has created mechanisms across channels to actively listen to them.”
Anoop Manohar, chief marketing officer, Axis Bank, said, “In 2018, while speaking to our customers and our employees, we discovered that what really differentiates Axis Bank is its ‘customer centricity’! This unique value proposition inspired our national campaign in 2020 - Dil Se Open. Following up on the earlier campaign, we have come up with a refreshing thought where we answer the question ‘What value does being dil se open bring to you (our customers)?’ - the campaign is part of a humble journey where we only aspire to strengthen and deepen our emotional connection with our customers, and build on the trust enjoyed by Axis Bank, in a distinctive manner.”
Prateek Bhardwaj, chief creative officer, Lowe Lintas said “Over the last two years, we have seen the Dil se Open campaign being truly owned by Axis employees. We have heard so many employee stories inspired by our last campaign which in turn have inspired stories for this year's campaign. Long may this virtuous circle continue.”
Amar Singh, regional creative officer, Lowe Lintas, said, “Dil se open was always more than just a philosophy that Axis Bank promotes. Its inspiration comes from the way the employees conduct themselves. From wholeheartedly looking into your tiniest requirement, to putting their hearts into helping you with what seems insurmountable. This approach to work is what makes them feel like they are on your side, part of your team, even part of your family. Doing everything they can for your cause, as if it were their own. And this, is what the campaign derives its inspiration from.”