Campaign India Team
Jan 28, 2020

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

Watch the film conceptualised by Lowe Lintas here

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.” 
 
Source:
Campaign India

Related Articles

Just Published

Premium
Why is Slice so thick, asks Katrina Kaif
Premium
10 hours ago

Why is Slice so thick, asks Katrina Kaif

Watch the film conceptualised by Wunderman Thompson here

Premium
Cheil urges Microsoft Word users to #ReduceTheMargin
Premium
12 hours ago

Cheil urges Microsoft Word users to #ReduceTheMargin

Watch a film about the initiative that looks to target 1.2 billion users here

Premium
Unmetric Engagement Meter: Most viewed on YouTube (11-20 February)
Premium
12 hours ago

Unmetric Engagement Meter: Most viewed on YouTube ...

Videos from Oppo, Sundaram Mutual, KTM and more...

Premium
OMD UK office shuts over coronavirus scare
Premium
17 hours ago

OMD UK office shuts over coronavirus scare

One of the UK's biggest media agencies is among the first of the country's major businesses to send people home after an employee travelling from Asia showed "flu-like symptoms".