Axis Bank unveils new campaign to promote new service

Axis Bank has unveiled a new campaign to promote its ‘zero prepayment charges’ service for Home Loan customers. Lowe Lintas has created the new film that will be part of a new campaign spanning television and bank owned media. 

 

Commenting on the new campaign as well as the thought behind the new service offered by the brand, Manisha Lath Gupta, chief marketing officer, Axis Bank said, “When Indian consumers take home loans, they hope to pay it back at the earliest opportunity. This arises from the strong Indian ethos and culture where debt is not a good word. While people have opened up to debt, they try to close the loans as early as possible and become 'debt-free'. It is during such time customers have to pay certain foreclosure fees or charges for most loans. Axis Bank believes in understanding stated and unstated needs of customers and provides products and solutions developed through insight about consumers. Therefore, Axis Bank offers ‘Zero prepayment charges’ for its Home Loan products. ”

 

The film features a game show winning couple getting ready for an interview at a news studio. The news anchor compliments the couple on their wins and asks about their plans of spending the money. As the husband lists out their plans, his wife interrupts and informs that they will repay their entire home loan. As the news anchor reminds her about the prepayment charges levied by the bank, the husband consoles his worried wife saying that they bank with Axis Bank. A voiceover informs about the new service from the bank which has zero prepayment charges.  

 

Credits:

 

Client: Axis Bank

Creative agency: Lowe Lintas