Campaign India Team
Jun 06, 2014

Axis Bank refreshes its proposition of progress along with Deepika Padukone

Watch the ad film conceptualised by Lowe Lintas and Partners

Axis Bank,a private sector bank, has announced the launch of the third phase of its advertising campaign around its brand philosophy of ‘Badhti ka naam zindagi…’ or ‘Progress On’. The campaign conceptualised by Lowe Lintas and Partners features the bank’s brand ambassador Deepika Paudukone.

The film opens at a press conference. Padukone walks into the room and the journalists try to gain her attention to ask her questions. She takes a seat on the stage and points put to a particular reporter to ask a question. The reporter asks her how she felt about her association with Axis Bank. She replies that she feels that she is progressing in life. She then looks on to the Axis Bank branding on the stage and mentions ‘Badhti ka naam zindagi’. She then asks for the reporters to ask another question and the TVC ends with a super saying- ‘To be continued...’

On the campaign, Rajiv Anand, president, retail banking, Axis Bank, said, “The new film takes our brand positioning of Badhti ka naam zindagi ahead. The campaign is based on the insight that Progress means different things to different people and can also be defined differently for the same individual at different times. This insight is captured in our new communication which brings to life the ubiquitous and multidimensional nature of progress.”

 Arun Iyer, national creative director, Lowe Lintas and Partnerssaid, ‘Badhti ka Naam Zindagi’ or 'Progress on' is the essence of brand Axis. In our earlier campaigns we have explored this philosophy from various angles, be it an individual’s progress or the progress of the collective. The objective this year was to explore a new dimension of progress while showcasing the range of products, which brings us to the idea behind the campaign ‘Progress has many meanings’. It is not just material but also emotional and personal. While growing monetarily is important but it is also important to have value-system in place and that’s the whole thinking behind the philosophy of ‘Badhti ka Naam Zindagi’.”

The film will go on-air on 14 June.


Client: Axis Bank

Creative Agency: Lowe Lintas and Partners

NCD: Arun Iyer

Director: Gauri Shinde



Campaign India