Axis Bank has launched a new television commercial that showcases the lifetime of efforts undertaken by a mother. Created by Lowe Lintas, the TVC speaks about the sacrifices done by mothers, be it while preferring to walk instead of hiring a cab, or choosing the least expensive dish from the menu card and so on. It highlights how she has always saved money for her family.
From a daughter’s perspective the TVC explores how mothers have an emotional relationship with money.
Asha Kharga, chief marketing officer, Axis Bank, said, “We feel privileged to honour these mothers with the launch of a special ‘Senior Privilege Account’ for their life-savings. We want to be financially inclusive as a brand and in a small way it is the beginning in getting more women into the banking fold.”
Arun Iyer, chief creative officer, Lowe Lintas, said, “Given that many senior citizens need help from their millennial children to open an account, we had to get today’s millennials to feel for all that their mother has done for them till date. Key to this was the insight that only as an adult do you realise about your mother’s sacrifices because she never made them obvious.”
He added, “Every penny saved or spent had a story behind it - a story of sacrifice, of thrift, of smartness, of a special gift, of secret places where it was hidden and so on. Bringing this to life such that we showcase a mother’s pride in all of this was also an important factor that we kept in mind hoping that it will connect with our target group.”