Campaign India Team
Feb 03, 2016

Axis Bank promises to keep pace with the ‘always-on’ businessman

Watch the TVC conceptualised by Lowe Lintas here

Axis Bank has launched a TVC for its mobile business banking solutions, conceptualised by Lowe Lintas.
The film features several individuals engaging in banking through their mobiles at unlikely times. It opens with a man seated at the dinner table with his wife and son. Much to his wife’s chagrin, he picks up a call, and tells a customer that his company is open 365 days a year – except on Lodhi (festival) day. Another man getting a hair cut at a salon speaks on the phone, and transfers $ 50,000 instantly to the caller via the mobile. A third such instance features a businessman using the ‘Bulk Salary Pay’ feature at an eatery. At a parent-teacher meet, a distracted businessman on the phone attracts an angry glare from the teacher. A voice over explains that a businessman who is always on, needs a bank that’s always on too, before introducing ‘Complete Business Banking Solutions’ from Axis Bank.
Rajiv Anand, group executive – retail banking, Axis Bank, said, “Digital is no longer an option or an alternative. It is a way of life these days. At Axis, we have invested extensively in expanding our digital suite of products and services for every consumer strata. And who better to appreciate the efficiencies of digital than a businessman who rarely has the luxury of free time. With our range of mobile business banking solutions the ‘always-on’ businessman can transact seamlessly and effortlessly thus helping him progress.”
Arun Iyer, CCO, Lowe Lintas, said, “We had to introduce the offering in a manner which is compelling while staying true to the brand idea of ‘Progress without Pause’. ‘Banking on the go’ while relevant, sounds like a benefit which I have seen and heard before. To create an impact we needed to set it up in a context which is fresh and relevant, which is why, when we were working on the campaign we observed and recollected that even if a businessman is away from the business, his mind is not. So just like the businessmen who are ‘always-on’, ‘a business banking solution that is always-on’ is how we pitched it.”
Shantanu Sapre, ED, Lowe Lintas, added, “If you see today, business dynamics have changed drastically. A businessman can ill-afford to switch off from his business whatever be the occasion or location. Hence it becomes more important for banks to keep up with the pace and demands of these businessmen. Axis Bank already had its offering in place with a suite of business banking solutions. That’s why the idea of “An always-on bank for the always-on businessmen” fit perfectly for us to communicate the same.”
Client: Axis Bank
Team: Praveen Bhatt, Abraham Chacko, Rajiv Singh, Rakesh Thakur, Neha Jishtu
Creative agency: Lowe Lintas Mumbai
Creative team: Arun Iyer, Amar Singh, Akash Das, Joshua Thomas, Prathamesh Gharat, Katya Mohan, Tejas Dangre, Nayan Sarmah
Account management: Shantanu Sapre, Danny Nathani, Jay Ladhani, Sheetal Pritmani
Planning: S Subramanyeswar, Rishabha Nayyar, Shipra Chinchankar, Abhinit Agarwal
Production house: Rising Sun Films
Director (film): Kopal Nathani
Campaign India

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