Axis Bank has undergone a change in its identity as the bank has moved from its thought Aapka Solution to Badhti ka Naam Zindagi (progress on). To communicate this change, the bank has released a new advertising campaign.
The TVC, created by Lowe Lintas, shows different stages of a man's life right from him getting his first job, to his first cheque, to his promotion, to his wedding and other important milestones as if it were a film and use a director’s language to plot every step.
Commenting on the launch of the campaign, Manisha Lath Gupta, chief marketing officer, Axis Bank said, “Badhti ka naam zindagi or ‘progress on’ is an expression that encapsulates Axis Bank’s belief on the meaning and purpose of life that everyone wishes and works towards. We believe that success today is no longer about having accomplished a goal. It’s about setting newer goals and achieving each one of them. People today feel inspired about their own capabilities and that in turn triggers hope and outlook towards a better life. It is this belief that makes us at Axis Bank believe that 'success today is no longer about having accomplished a goal. It’s about setting newer and newer goals and achieving each one of them”.
Commenting on the TVC, R Balki, chairman, Lowe Lintas, said, ”It is fascinating to see how much movies have impacted our lives. When we fall in love there is background music playing in our heads. When we are angry, happy, sad, successful we have begun to see ourselves as actors in our own private film. This is a reality.”
Arun Iyer, national creative director, Lowe Lintas, added, “The brief was about how Axis Banked wanted to appropriate something like how success is a journey.Movies play a very big part in our lives, so we used that thought in this film to convey that people go from one milestone to another, and along the way Axis Bank supports them.”
Coinciding with the campaign, Axis Bank has also launched two applications 'Meri Zindagi ka Safar' and 'Meri Zindagi ki Picture' on its Facebook page. 'Meri Zindagi ka Safar' is an application that lets users mark the places they have travelled to, thus enabling them to find out how much distance have they covered in these journeys of their life. The premise to this application is that one enriches their experiences as one travels which in turn helps people learn and grow and progress in their lives. Whereas, 'Meri Zindagi ki Picture' is about ‘Life’ itself. This application lets users compile images memories that they capture and cherish throughout their lives.