Axis Bank has launched a new campaign taking its existing proposition of ‘Progress on’ further, themed ‘Zindagi ke highway pe koi akele nahin badhta’. The campaign conveys that progress and success of an individual impacts those around him or her. Hence the thought has evolved to ‘Progress together’. The campaign has been created by Lowe Lintas.
In a statement announcing the launch of the campaign, RK Bammi, executive director – retail banking, Axis Bank, said, “The new film takes our brand positioning of Badhti ka naam zindagi... or Progress On... ahead. We understand that progress always has a ripple effect. When one person progresses, others around him progress too. This insight is captured in our new TVC that clearly demonstrates the circle of progress and how you touch lives of others even when you do not know them.”
Arun Iyer, National Creative Director, Lowe Lintas, added, “Last year, we crafted ‘Badhti ka naam zindagi’ to define the fundamental philosophy for Axis Bank. The task this year was to continue building this sentiment on a larger canvass. What better than changing the frame of reference from what it means for one individual, to what it means in the context of the entire community we live in? The fact is that when you progress, others benefit too. And hence no one really progresses alone. When you move up, others do too. We hope the execution will make our audience have this joyful realization about how we are connected with each other.”
Besides the film, Axis Bank plans to create an application ProgressTogether, which can be reached at the URLwww.ProgressTogether.in (under construction). The bank said the application would enable customers to acknowledge contributions of others in their progress.
Client: Axis Bank
Agency: Lowe Lintas and Partners
Creative team: R Balki, Arun Iyer, Akash Das, Amar Singh, Joshua Thomas, Paresh Panchal, Prathamesh Gharat, Ashish Kharwatkar, Pankaj Nihalan, Tejas Dangre, Katya Mohan, Nandkishore Sale, Manoj Kolaskar, Abhay Desle
Account management: Shantanu sapre, Bhuvnesh Josh, Himanshu Kosambia, Shrey Bhatia, Suchismita Hota, Sonalika Pan, Priyanku Sarmah
planning: Arun Raman, Gursimran Singh
client team: Manisha Lath Gupta, Sagnik Ghosh, Rajiv Singh, Samir Khandelwal, Chirag Kohli