Axis Bank has rolled a campaign for the launch of ‘Dil Se Open Celebrations’, a festive campaign that offers deals and discounts on purchases through the bank’s credit and debit cards.
Conceptualised by AutumnGrey, the films show stories of how family members across households cater to the unspoken needs of their loved ones by giving them gifts that they require.
One film (above) shows a man muting his television every time his wife walks by while talking on the phone. The lady does take note of this gesture but doesn't tell him anything. She gifts him a pair of headphones so that he can enjoy his television viewing experience.
Asha Kharga, group marketing head, Axis Bank, said, "‘Dil Se Open Celebrations' is a platform idea that enables us to reach out to our customers by offering them the best deals. We have collaborated with well-known brands across categories to offer them the products that they desire. Given the current consumer sentiment, we believe that spending this festive season will be more for legitimate reasons rather than pure indulgence. Hence, our campaign idea pivots around the noble act of gifting - encouraging people to gift sensitively, basis the needs of their loved ones, especially the ones that are often unsaid.”
Bodh Deb, vice president and branch head, AutumnGrey, said, “The last six months life has been a roller-coaster ride for all of us. The one thing that was a definite positive was that we got to spend time and connect with our loved ones all over again. In the process we discovered what they really need and wish for today and led to many of us doing something for our family be it for our better halves, kids or parents. It is this real life insight that got us all excited and also gave us the confidence that we have landed on something that is hopefully going to connect with all our consumers at a deeper personal level.’’