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Tag: Axis Bank

  • Axis Bank launches its festive campaign asking ‘Diwali Hain Kya’

    Axis Bank launches its festive campaign asking ‘Diwali Hain Kya’

    Mumbai: Axis Bank has rolled out a multi-film campaign to promote ‘Dil Se Open Celebrations,’ offering exciting deals and discounts on more than 1,00,000 products on purchase through its credit and debit cards. The short format films, conceived by Lowe Lintas Mumbai, are set in typical backdrops of Diwali, highlighting the range of offers extended by the private sector bank.

    Diwali is a time of festivities and cheers when people indulge in shopping, feasting or having fun. In India, we often tease our friends and family by asking a rhetorical question ‘Diwali Hai Kya?’ (Is it Diwali?) whenever they indulge to their heart’s desires. The campaign uses this popular remark to talk about the bank’s Diwali offers and reinforce how Diwali is indeed a time to indulge and celebrate.

    “It’s in the name – Dil Se Open Celebrations an idea of not just celebrating but celebrating wholeheartedly. That’s what Axis Bank’s range of festive offers has been curated to deliver on. And that’s what this campaign conceived by Joshua Thomas, Prathamesh Gharat and Tejas Dangre has been designed to convey. Employing the commonly used phrase ‘Diwali hai kya?’ in a manner that hopes to hold the viewers’ interest and give them a reason to smile,’’ shared Lowe Lintas regional creative officer Amar Singh, commenting on the campaign idea.

    The campaign comprises three films, two of which focus on offers through the bank’s debit cards, credit cards and its grab deals platform, and the third one promotes the bank’s flagship home loan product.

    “Our campaign on Dil Se Open Celebrations is firmly entrenched in the cultural relevance of festivals and captures the nuance of festivals as a license to indulge and celebrate to our heart’s content. And we have just the relevant offers across cards, Grab Deals and loans among many others to make these celebrations even grand,” said Axis Bank chief marketing officer Anoop Manohar. “This campaign is not just about offers, it serves as a reminder to all of us to celebrate and be open to happiness, whether big or small, kyunki Diwali roz roz nahi aati.”

    While the campaign will be predominantly aired on television, the brand will also run it on digital, OOH, and other offline mediums communicating offers to its customers. The campaign will also run during the ICC Men’s T20 World Cup series, said the statement.

  • Axis Bank board re-appoints Amitabh Chaudhry as MD & CEO

    Axis Bank board re-appoints Amitabh Chaudhry as MD & CEO

    KERALA: The Axis Bank board has approved the re-appointment of Amitabh Chaudhry as its managing director and CEO. Chaudhary, 56, will serve in this capacity for three years, starting 1 January 2022.

    In a regulatory filing, the private sector lender said that the re-appointment will be subject to the approval of the Reserve Bank of India (RBI) and shareholders of the bank. 

    “The board of directors of the bank, considered and approved the proposal relating to re-appointment of Amitabh Chaudhry as the managing director and CEO of the bank, for a further period of three years, with effect from 01 January 2022  up to 31 December 2024,” the bank said in the filing. 

    It was on 1 January 2019 that Axis Bank initially appointed Chaudhary as its MD and CEO. As his three-year term comes to an end on 31 December 2021, the bank has decided to retain him in the same positions. 

    Prior to joining Axis Bank, Chaudhry was MD and CEO of HDFC Standard Life Insurance Company. Under his leadership, HDFC Life emerged as one of India’s largest private life insurers. Before that, he was the MD and CEO of Infosys BPO and the Head of testing unit of Infosys Technologies. 

  • No limit on happiness: Axis Bank plays up moments of little joys

    No limit on happiness: Axis Bank plays up moments of little joys

    NEW DELHI: Axis Bank has released a multi-film campaign for its cards portfolio. The campaign, conceived by Lowe Lintas Mumbai, focuses on the small moments of joy to promote the bank's credit card offerings.

    In these series of ad films, Axis Bank has taken an emotion-driven approach, in line with its Dil Se Open philosophy.

    The multi-film campaign highlights the various features and offers on the Axis Bank Select Credit Card and Flipkart Axis Bank Credit Card that are carefully curated around every day expenses such as entertainment, food and e-commerce. Each film revolves around a story of people opening up to innocent, raw moments of little joys. The monochromatic treatment of the films adds to the exclusivity and premium quotient of the campaign.

    Axis Bank EVP & head – cards and payments Sanjeev Moghe said, “This new campaign brings alive one of our most compelling propositions in these categories through a heartwarming slice of life films rooted in our brand philosophy. The idea originated from the observation that even though people have been compelled to act measurably due to current times, little moments of joy can go a long way in getting us unadulterated happiness. The offerings on our range of credit cards are nothing but enablers of that happiness.”

    Lowe Lintas regional creative officer Amar Singh added, "Over the last many months, we have all become a bit more receptive and open to the fact that happiness doesn’t depend on big, milestone type moments. It can be found in the simplest of things. And in a world often driven by unabashed consumerism, that is a refreshing change. One that Axis Bank endorses and this campaign for their cards, conceived by Joshua Thomas, Prathamesh Gharat and Katya Mohan, recognises, respects and encourages.”

  • #Throwback2020: Best brand tweets in India

    #Throwback2020: Best brand tweets in India

    NEW DELHI: Twitter is a reflection of what’s happening in the world and what people are talking about. Over time brands across categories have leveraged Twitter’s ad offerings and influence to strengthen their presence among audiences. This year, as businesses pivoted to digital-first campaigns, Twitter emerged as an indispensable partner to launch something new and to connect with consumers. The constraints of 2020 encouraged brands to be more creative, thoughtful and personal, resulting in campaigns that warmed the heart and left people wanting more. Let’s look back at some brands and campaigns that stood out and made a difference with their Twitter salvos: 

    Best brand for speaking out and standing up: Axis Bank for #ReverseTheKhata

    While nearly every industry was drastically impacted in 2020, the worst-hit were local vendors and small businesses, with many being pushed to the brink. Axis Bank took up the cause and asked people to #ReverseTheKhata, referencing the bond between customers and their corner shop through the maintenance of a ‘khata’. The khata is based on the trust and loyalty shared between the two parties. The campaign showed us different moments on the relationship between customers and small businesses, projecting the various emotions that bubble up from the simple statement – Khate mein likh do – urging people to reverse roles and support vendors who have continued to serve us while keeping our accounts. The campaign used a clever and relatable insight, connecting with its audience in an authentic way, making it the best brand for speaking out and standing up. 

    Best #OnlyOnTwitter campaign: Netflix India for #NetflixMatchmaker

    We love to watch our favourite series and films on Netflix and look for the best recommendations, including on Twitter. Netflix India built on this insight and launched #NetflixMatchmaker. This innovation allowed a customised bank of emojis to serve fans a personalised experience on Twitter, helping them decide what to watch. So, how does it work? When someone tweets an emoji with the hashtag #NetflixMatchmaker, they are rewarded with a content recommendation tied to that specific emoji. For example, tweeting a gift emoji might send a recommendation for a holiday movie. Netflix knew there would be an ongoing demand for recommendations, so #NetflixMatchmaker pops up every weekend to help people match their mood to what they could enjoy streaming. This is why they had the best #OnlyOnTwitter campaign this year.  

    Best brand that brought the stadium to the phone: Star Sports

    To make up for the lack of on-ground sports experiences, Star Sports turned to Twitter to bring fans closer to all the sporting action, especially on two key occasions – the Indian Super League (ISL) and the Indian Premier League (IPL). 

    During the ISL’s  #TrueLove campaign on Twitter, Star Sports invited football fans to send in tweets with messages for their favourite footballers. At the trophy-lifting ceremony of what was a thrilling finale between ATK FC and Chennaiyin FC, these love-filled tweets presented in a physical form as Twitter-confetti and were showered upon the winning team covering them with #TrueLove for this one-of-a-kind activation. 

    For the IPL, Star Sports cued people in for the opening match through reminders on Twitter, activated by the Heart-To-Remind functionality. The brand also changed their Twitter username to ‘Star Sports at 7:30 PM’ to mark the time slot as the viewing time for the IPL. 

    Their consistent usage of Twitter to connect fans to the games they love made Star Sports the brand that brought the stadium to the phone. 

    Best campaign celebrating fandom: Samsung India for #GalaxyS20PlusBTS edition

    While launching the #GalaxyS20PlusBTS edition, Samsung routed its campaign towards the massive BTS fandom on Twitter. The brand launched a custom BTS quiz to engage with the K-pop band’s ARMY on the service who could put their love to the test and even stand to win a pair of the Galaxy Buds+ BTS edition. This carefully targeted campaign not only reached its audience but also had them glued to their Twitter timelines through a series of promoted tweets with creatives featuring various members of the band. The BTS edition campaign was part of a sustained promotion plan for the S20+, with the global launch event achieving millions of views worldwide. Samsung India’s clever use of Twitter to connect with their consumers made it the campaign that best celebrated fans. 

    Best brand connection to the couch: Amazon Prime Video for #Mirzapur2

    #Mirzapur2 hype on Twitter was real, evidenced by the many tweets begging Prime Video for the second season. As the OTT service finally prepared to premier the series, it decided to count down to the launch along with eager fans, and host a watch party to finally answer everyone’s wishes and get people watching (and reacting) together. Through a carousel events page, the brand curated a timeline of all conversations around #Mirzapur2 and also rolled out exclusive content leading up to the big day. A ‘Mirzapur throne’ emoji was also launched to fuel excitement. 

    But that was not all, following the watch party, the show’s characters were leveraged to engage the audience via a personality test pairing people with their favourite #Mirzapur characters when engaged with the tweet. Their thoughtful end-to-end integration and celebration of such a popular show earned them the title of best brand connecting all of us to our couch. 

    Best brand for pivoting when it counts: Uber India for #MoveWhatMatters

    At a time when everyone was being encouraged to stay put, Uber India, a brand that is built on doing the opposite, responded in just the right way. Playing off their slogan to #MoveForward, they suggested we #MoveWhatMatters. The brand echoed what we were hearing from public health authorities, asking people to stay home and stay safe, while their drivers continued to serve India’s essential workers. Moreover, the ride-hailing app also urged people to come out in support of their driver-partners who had also been impacted by the pandemic and set up the Uber Care Driver Fund. In a time when people needed to be assured of their safety, Uber India made its priorities clear.

    Best virtual launch: Hyundai India for the TUCSON launch with #TheNextDimension

    Hyundai India moved ahead and launched its new TUCSON via a magnificent (virtual) event called #TheNextDimension. Hyundai adopted a three-phased strategy for the launch; it acquired an active viewership through the Heart-To-Remind functionality, which reminded people to tune-in for the launch; it took over the service’s premium real estate with a promoted trend and livestream to maximise visibility, and to wrap up the launch it tweeted highlight videos from the event which were injected into people’s timelines via promoted tweets, making sure nobody missed the action. Despite not taking place on-ground, this campaign by Hyundai proved that launches can be as successful virtually. The live event recorded over 1 million views in the first 12 hours itself, making it a winner in the best virtual launch category. 

    Best new brand on the block: Cred

    Fintech start-up Cred was all over Twitter timelines in the best way. Launching its first-ever campaign with a series of videos, the brand made a strong impact, reaching new customers. The campaign was spearheaded by some of the strongest voices in the public space, including the founder himself. Moreover, picking up on a trend around nostalgia, they worked with some of the most iconic talent from the 90s and early 00s including, Govinda, Bappi Lahiri, Madhuri Dixit Nene, Anil Kapoor, Udit Narayan, and others in a creative way, ensuring mentions of CRED on Twitter reached new highs.

    Best brand voice: Zomato

    Restaurants may have been closed to visitors earlier this year, but delivery services like Zomato made themselves indispensable. And maybe because Zomato was experiencing it themselves, they knew just what to say to keep people on Twitter engaged. Keeping up with cultural moments and trends, the food delivery app stayed connected with its audience through conversations that were fun, light-hearted, and more often than not, perfectly hilarious. From being excited about a cricket match to being grumpy because of hunger pangs, Zomato engaged with its audience in one-on-one banter, replying and engaging with tweets. Adopting a sensitive voice, yet full of personality, the brand built its own community of followers making it the best brand voice on Twitter this year. 

    Best brand Fleet: IndiGo

    Since the test launch of Fleets in June, several brands have embraced it with content designed especially for the format. IndiGo stood out by engaging with its followers through consistent and coherent messaging via Fleets. Adhering to the needs of its patrons, the brand has been using the format to keep passengers informed about flight schedules and other real-time updates. Their diving into this new Twitter format gives them the title of best brand Fleets! 

  • Network18 Commissions the Biggest Media Facility in the Country

    Network18 Commissions the Biggest Media Facility in the Country

    Mumbai: Network18, India’s most diversified media conglomerate that hosts the country’s largest television news network and leading digital properties, moved to a newly created facility at Shriram Mills Compound in Worli, Mumbai. The new facility is built on floor size spread over one lakh square feet and contains the largest newsroom in the country that can seat more than 400 people along with nine uniquely designed studios. The facility has NOC for comprehensive monitoring of traffic and performance and provides tools to the teams to appraise and analyze the approach towards stories besides keeping eye on data and content security potential threats. 

    Avinash Kaul, CEO- Broadcast, Network18 commented on the occasion, “The way media space has evolved, it is prudent that the entire value chain of digital and broadcast businesses operate with oneness in approach and practice and hence we have re-modelled ourselves and designed an Integrated Digital Newsroom of global standards, which is first of its kind in the industry. The new facility helps the network channels also to enhance their presentation value by use of creative graphics,  large video walls and capability of going live with rich and relevant AR-VR effects for the viewers.

    The facility is integrated with all network newsrooms and studios in the country on same technology backbone, thereby facilitating content share and synergy across all digital products and broadcast channels. Nine different studios are driven by state-of-the-art technology and the set design has been conceptualized by designers of international acclaim. 

    Avinash added,  “With the growing might of Network18, the move to a fresh new facility brings immense cheer and motivation to our team. We have worked hard to create the country’s largest integrated newsroom fueling the country’s largest news network, where teams from our leading news brands, both broadcast and digital,  like CNBC-TV18, CNBC Awaaz, CNN News18, News18 India, News18 Regional, Moneycontrol and Firstpost will work together from a common physical space which will bring about a confluence of ideas and innovation, backed by shared operations prowess.” 

    Rajat Nigam, Group Chief Technology Officer, Network18 explained, "Keeping the focus on integrated operations, the new facility has the physical layouts, technology design and the content workflow aligned to each other rendering enhanced efficiency and productivity. The newsroom floor is equipped and designed to provide multiple outputs simultaneously on linear channels, digital products and social media with ease and synergy. The hybrid SDI-IP design allows inter-operability amongst all Production controls and Studios with ease imparting flexibility in operations. The new facility is designed objectively catering to the operational legacy, current requirements  and modularity to adapt future. The facility is strongly equipped to create live content, rich feature stories and speedy VODs for news and sporting events, gratifying the consumers. And we are excited as this facility is designed and executed completely by our in-house tech team."  

    The inauguration of the studio saw participation heads of the exchanges – Vikram Limaye of NSE and Ashishkumar Chauhan of BSE, icons of corporate India like Rajesh Gopinathan of TCS, Rajnish Kumar of SBI, Amitabh Chaudhry of Axis Bank, V Vaidyanathan of IDFC First Bank, PS Jayakumar of Bank of Baroda and market veterans Ramesh Damani, Ashok Wadhwa, Nirmal Jain, Navneet Munot among others.

  • Team Pumpkin Bags Social Media Mandate for &Me

    Team Pumpkin Bags Social Media Mandate for &Me

    Mumbai:  Team Pumpkin, India's leading Marketing and PR Agency has won the Social Media mandate for &Me, the country’s only functional beverages brand which focuses on the unique nutritional needs of women and solves their greatest concerns about beauty, fitness, and menstruation.

    The Brand &Me is credited with launching India’s first PMS drink with a unique blend of fruits, vegetables, flowers & spices with ayurvedic super herbs and micronutrients to help in painful pre-menstrual symptoms of bloating, cramps and fatigue. It also has PCOS and Beauty related product portfolio in its collection. The Brand is a brainchild of IIT and Standford Alumnus Ankur Goyal and funded by Matrix Partners & Early-stage consumer VC Fund Sauce. 

    Speaking on the occasion Sheta Mittal, Co-Founder, &Me said, "&Me is the first and only dedicated women's health brand. &Me is leading the effort in driving awareness on Women’s nutritional health in India and we are excited to partner with Team Pumpkin for helping us drive engagement through innovative content. Our recently launched Campaign #Unstoppable: Inspiring and Celebrating the Unstoppable women (1 July – 27 Sep 2019), in collaboration with the team is garnering overwhelming response. In July we featured 20 interviews with women leaders across Corporates (e.g. facebook, future group), Startup founders (e.g, Kalki, Chumbak), Sports (e.g, Rani Rampal, Captain of Indian Women Hockey team) and influencers as they shared personal journeys and untold stories of menstrual health. We are sure that Team Pumpkin’s strategies and collaboration will help us generate a powerful digital impact across social media platforms.”

    The agency has been awarded the mandate following a multi-agency pitch. As a part of the mandate, Team Pumpkin will be managing the entire social media activities for the brand. The digital media responsibilities will be handled from the company’s office in Bangalore and will be supported by its offices in Mumbai and Delhi for regional requirements. 

    “&Me caters to the specific nutritional requirements of women, making it a path-breaking F&M brand. We will be helping &Me become the go-to nutritional source for women across the country; not only helping them build market leadership but also support the greater cause of women’s health and wellness,” said, Swati Nathani, Co-Founder & CBO, Team Pumpkin.

    Team pumpkin lives and breathes by its motto of being "Artists who use science to grow businesses’. Founded in 2012, the company has offices across Mumbai, Delhi, Bengaluru, and London with a portfolio of global clientele including Axis Bank, MamyPoko Pants, Future Group, Nilkamal, TATA Steel, Hindustan Coca Cola Beverages, Bajaj Finserv and ITC among others. 
     

  • Axis Bank sends its senior citizen customers to flashback in new campaign

    Axis Bank sends its senior citizen customers to flashback in new campaign

    MUMBAI: Axis Bank has recently launched 'Flashback' – a film festival exclusively for its Senior Citizen customers. Promoting this innovative initiative, Lowe Lintas Mumbai has conceived a gentle and heart-warming campaign.

    Across categories, campaign ideas and films targeting senior citizens revolve around subjects like pain, senility, sadness, fear and uncertainty. Flashback, with its cheerful undertones, is far from any of that. This is an initiative that aims to not just strengthen but invigorate the bank's relationship with its senior customers. In a simple initiative to bring back the joy into the senior citizens' lives, the bank tied up with INOX to screen old Bollywood classics across 8 cities in India.

    As a customer base, senior citizens are very important and substantial for Axis Bank. In the past, the bank has undertaken various initiatives for them like conducting complimentary health checkup camps or creating no-queue and special seating facilities for senior citizens at their branches.

    Speaking on the launch of the campaign, Axis Bank CMO Asha Kharga says, “Senior Citizens are a very loyal set of customers and we take pride in our long and fruitful relationships with them. They enjoy walking into our branches not just for their banking needs but also to chat over a cup of tea with our staff. While we organise health check-ups and financial advice sessions, we felt we must create a special experience that makes them feel young all over again. ‘Flashback Film Festival’ has been designed as a unique engagement program to enable our senior customers to re-experience their youth. We tied up with Inox to revive some Bollywood classics and organised screenings of their favourite movies across 8 cities. The experience was replete with vintage cars and old-world refreshments to make it come alive. In a very youth-focused world, small acts like these make a big difference and the feedback from our senior customers has been really heart-warming.”

    Lowe Lintas chairman and chief creative officer Arun Iyer adds, “Flashback film festival’ is about screenings of old Hindi classics with an intent to engage with senior citizen customers of Axis Bank to strengthen the relationship with them beyond banking needs. The task for us was to communicate about this event. Working on the campaign, we came across this observation – If you see our parents today or any older people, leading a retired life – they have a very set pattern, their routine does not change much. With Flashback film festival where the senior citizens would be invited for yesteryear movie screening, it would not only take them back to their younger days but also out of their routine life.”

    The campaign film is promoted online and offline.

  • Sony’s production house Studio Nxt to co-produce KBC 10

    Sony’s production house Studio Nxt to co-produce KBC 10

    MUMBAI: The 10th season of Kaun Banega Crorepati (KBC) is all set to see more involvement from its host channel Sony Entertainment Television (SET). The broadcaster is co-producing the show via its newly launched production house Studio Nxt along with rights holder Big Synergy. The show will be aired from 3 September, weekdays at 9 pm.

    SET business head and EVP Danish Khan said, “Sony Original is the sub brand of SET, Studio Nxt is another independent entity which is a production house to produce fiction, non-fiction, scripted, non-scripted and digital IPs.”

    He added that it is an independent production house that will cater to Sony as well as platforms outside.

    The show was kick-started with the campaign #KabTakRokoge, celebrating the spirit of resilience in people. Viewers can look forward to a special curtain raiser episode which will be telecast on Sony on 2 September at primetime.

    The network claims to have received record-breaking registrations of over 31 million within a span of 15 days. The show promises to be a visual delight for viewers with the use of Augmented Reality (AR) for the first time on Indian TV.

    Since Khan’s tenure at Sony as marketing head, KBC has always seen brainstorming for every aspect except the host. “Amitabh Bachchan was the best host in our mind from the day one. Since then, every year we have been trying to do something new, last year we had introduced the Fridays, Nayi Chah, this time we are coming up with AR to happen for any reality GEC in India. We have done huge investments and it is worth it,” he said.

    When it comes to the promotion of the show, Khan said that there is a lot of media explosion. He added that as there’s a lot of penetration of social media and internet, there is little to plan and more to create.

    The channel expects the ad inventories to be completely sold out within the next seven days. The show is co-powered by Vivo V11 Pro and Mahindra Marazzo while Aakash Institute, Axis Bank, Asian Paints, CEAT, Raymond and Syska Wires & Cables are the associate sponsors.

  • Axis Mutual Fund launches ‘The Responsible Mutual Fund’ campaign

    Axis Mutual Fund launches ‘The Responsible Mutual Fund’ campaign

    MUMBAI: Asset management company, Axis Mutual Fund has launched a new brand campaign – The Responsible Mutual Fund.

    The key insight gathered was that investors know that mutual funds over longer term tend to give superior returns, compared to traditional instruments. Though investors are ready to experiment and invest in mutual funds, they are a little fearful. Investors in general are risk averse when it comes to money while being adventurous with many other things in life. In such instances, people need assurances not of high returns, but that of care and concern for the hard-earned money that is invested.

    With this insight, the repositioning of Axis Mutual Fund to ‘The Responsible Mutual Fund’ is thus an important milestone in the journey of the brand. The new campaign marks the evolution of Axis Mutual Fund brand by playing the role of a credible and responsible asset management company which understands that the investors need comfort and confidence from the fund house that their hard earned money is in safe hands and would managed with utmost care and concern.

    Conceptualised by The Womb, the film portrays how Bijoy da, an experienced jungle tourist guide accompanying a family entering the wild which is fraught with risks all around owing to the possible presence of man eater tigers around who have a tendency to attack from the behind, is aware of inherent pitfalls and perils while having joyful ride in the forests. Bijoy da knows how this risk is to be managed as we see each family member donning human masks at the backside (given by Bijoy da), as he knows the tigers don’t attack looking into the eyes and hence the possibility of tigers attacking is nullified. An experienced fund house in Axis Mutual Fund too, like Bijoy da, is fully equipped to understand the risks and manage them.

    The brand broke the campaign with a massive internal program, extends through TV and outdoor, and will culminate with a sustained distributor campaign.

    Explaining the rationale for the brand campaign, Axis Mutual Fund MD and CEO Chandresh Nigam says, “The campaign features our brand philosophy, to provide quality financial and investment solutions which help customers feel financially secure and feel confident of a brighter and prosperous future. With retail money pouring in the last few years, and expectations of high returns running wild, it was important to communicate our differentiated brand positioning of being The Responsible Fund House. Suffice to say, we have always followed an investment philosophy that puts a strong emphasis on risk management over fancy promises of unreal returns.”

    Leading the campaign, Axis Mutual Fund marketing and VP Rohan Padhye adds, “The mutual fund industry is growing at a rapid pace, and as a business we are seeing healthy growth. While AMFI (Association of Mutual Funds in India) is doing a stellar job in creating awareness and relevance for our category, our task at Axis MF is to build preference and consideration for the brand. Responsibility plank is competitively distinctive, relevant to the consumer and true to us given the way we have been managing money.”

    The Womb Founder Navin Talreja mentions, “This was one of the more complex ones to pull off. When you have a large organisation with many valid points of view, and more than one right way to go forward, you need skill, patience and integrity to get alignment. We are proud that the entire top management team rallied behind this thought. And while it looks simple, everyone’s aware that this thought will put every Axis Mutual professional under the spotlight. It is an attitudinal and behavioural commitment that that brand is now making to the wider world. It puts pressure, but a good kind of pressure.”

    The Responsible Fund House brand campaign has precisely captured the key message of how Axis Mutual Fund with its demonstrated expertise, is equipped to manage investments with responsibility.

  • Axis Bank promotes forex card for overseas travel

    Axis Bank promotes forex card for overseas travel

    MUMBAI: Axis Bank has launched a digital campaign to create awareness about the convenience and safety of using Axis Bank forex cards over cash on foreign trips, enabling travellers to make the most of their experiences.

    The campaign’s communication is crafted in line with the bank’s priorities and communication strategy of depicting progressive mindsets.

    This campaign includes a series of short videos showcasing a modern day father–son relationship. Axis Bank strategised the campaign, leveraging consumer insights on how Indians have been increasingly taking overseas vacations and thereby underscoring the importance of creating further awareness about forex cards.

    The UN World Tourism Organisation in a report released in January 2018, predicted that India will account for 50 million outbound tourists by 2020. The report also quoted operators stating that at present around 25 million tourists from India travel abroad which implies that the number would double from the current levels within the next two years. To put things in perspective, around a decade back, only eight million Indians were travelling overseas.

    Axis Bank chief marketing officer Asha Kharga says, “We know that the predominant consumer behaviour is to carry cash, but doing so is inconvenient. One has to keep it safe, one has to look for money changers, the currency is unfamiliar and hence all these hassles come in the way of the holiday experience. Our forex cards addresses these functional barriers and we have showcased the same while being true to Axis Bank’s brand ethos of progressive mindsets.”

    Lowe Lintas chairman and chief creative officer Arun Iyer adds, “The idea was to show how holidays are more fun filled when you don’t have to worry about forex in cash. This was brought alive through a modern story of father-son, where the son gets his father to take a break from work and cash, two long ingrained habits he had. And to make it appeal to all kind of travellers, we decided to keep it real and warm.”