Axis Bank places the emphasis on the 'human side' of banking

Watch the film conceptualised by Lowe Lintas here

Jan 28, 2020 07:47:00 AM | Video | Campaign India Team Share - Share to Facebook

Axis Bank's campaign titled 'dil se open' as it looks to reveal the bank's human side. 
 
Conceptualised by Lowe Lintas, the campaign is built on the insight that despite the rapid strides towards digital banking, when it comes to personal investments, customers still prefer personal attention.
 
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.”
 
She added, “Open is an extremely liberating word. It kindles possibilities. In today’s world, high-tech needs to be balanced with high-touch.” 
 
Prateek Bhardwaj, CCO, 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. There are many more such little signs of 'openness' that this campaign will unfold as the customers interact with Axis Bank across various touchpoints.” 
 

RELATED ARTICLES

Toon in with Dhananjay

7 months ago| article

Toon in with Dhananjay
Ogilvy elevates Ganapathy Balagopalan as deputy chief strategy officer

7 months ago| article

Ogilvy elevates Ganapathy Balagopalan as deputy chief strategy officer
Rediffusion to handle Tata Power's creative, media and digital mandate

7 months ago| article

Rediffusion to handle Tata Power's creative, media and digital mandate