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Tag: Axis Bank

  • Axis Bank re-interprets progress with new TVC

    MUMBAI: After launching its new brand philosophy “Badhti ka naam Zindagi…”, Axis Bank‘s creative agency Lowe Lintas and Partners has re-interpreted it in the brand‘s latest media campaign.

    In the previous campaign, the philosophy emanated from the strategic insight that optimistic Indians of today are constantly seeking avenues to better their stations in life. This was creatively expressed in a cinematic idiom of Zindagi ke picture me interval nahin hota. The TVC which caught the fancy of the viewers showed a man‘s journey through different stages of life in the form of a film and highlighted the important role played Axis Bank in the man‘s life.

    This year‘s campaign re-interprets this philosophy of “Progress” by giving it a new meaning. This time around, it shifts the focus from “personal progress” to “how progress of one, impacts many.”

    Lowe Lintas national creative director Arun Iyer said, “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 an 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.”

    He added, “The beauty in this is that, no one consciously seeks to improve other‘s lives around him. It is an action that follows unknowingly and the ripple effect it creates is beautiful, it‘s called progress that links us all.” he adds.

    The use of social media networks to popularise this philosophy in an innovative way is also a part of the campaign.

    Axis Bank executive director – retail banking R K Bammi 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. 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.”

  • Sony ropes in 10 sponsors for Kaun Banega Crorepati

    MUMBAI: Sony Entertainment Television (Set) has roped in eight associate sponsors and two title sponsors for the sixth season of its premium game show ‘Kaun Banega Crorepati’.

    The channel has once again got Cadbury as the title sponsor on board while the show is powered by Idea. The associate sponsors for the show are Axis Bank, Just Dial, Ceat, Maruti, Sony India, Hero Motor Corp and Aakash Institute. Sony might extend the number to 11 by bringing one more associate sponsor on board.

    MSM president network sales, licensing and telephony Rohit Gupta said, “KBC is an impact property and we have received great response from the advertisers for this season too. We are expecting to grow by 20-25 per cent this season.”

    As reported earlier, Kaun Banega Crorepati 5 had made Rs 2 billion from ad revenue.

    Gupta said that 70 per cent of the inventory would be consumed by sponsors. “The remaining 30 per cent will be for spot buys. There is some inventory left for spot buys that we are looking to sell during festive season of Diwali so that we can charge a higher premium. Right now we are offering a packaged deal for spot buyers who are advertising for all the episodes,” he added.

    Starting 7 September, Kaun Banega Crorepati 6, will air Friday-Sunday at 8.30 pm. The show this season will air for 21 weekends with 58 episodes. It will also comprise special episodes with “unique” and “distinct” themes which will capture a little bit of India in every episode, lined up to ignite the minds and hearts of Indian audiences, the channel said.

    “It is a glorious moment for all of us at Sony to bring back another power packed season of the magnificent game show Kaun Banega Crorepati on our network, This year’s theme ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’ celebrates knowledge as the greatest leveller in our society and a potent change agent,” Multi Screen Media COO N.P Singh said in a statement.

  • Axis Bank moves media biz to MediaVest Worldwide

    MUMBAI: Axis Bank has appointed MediaVest Worldwide as it media AoR. The Starcom MediaVest Group agency will handle the business from its Mumbai office.

    The incumbent agency on the account was Madison Media.
    Effective 1 August, the agency will cover media planning and buying for all Axis Bank campaigns.

    Axis Bank CMO Manisha Lath Gupta said, “While evaluating, we realised SMG has robust planning tools which will help us integrate across different mediums. With their Human Experience Strategy and approach, we believe, they are well poised to handle the media challenges lying in front of Axis Bank for the future.”

    SMG India CEO Malli CR said, “Axis Bank is a blue chip client and we are honored and delighted to have them on board. They have an exciting brand vision and we look forward to delivering their goals with SMG‘s future focused medi a product that is predicated on insights and analytics, digital and content.”

    According to the official statement, SMG has been strengthening the MediaVest brand across Mumbai, Delhi and Bangalore and will soon announce a few senior management hires.

    Axis has also announced earlier today that its digital duties will be handled by Publicis Groupe‘s Digitas India. 

  • Publicis’ Digitas bags Axis Bank’s digital biz

    MUMBAI: Axis Bank has appointed Publicis Groupe‘s digital marketing agency, Digitas India, as their digital AoR.

    Digitas will conceptualise, design and manage Axis bank‘s presence online across the bank‘s verticals and practices.

    Axis Bank CMO Manisha Lath Gupta said, “At Axis bank we believe that digital media is an extremely important channel to engage with and have meaningful conversations with consumers. Over a period of time, a good digital strategy will go a long way in creating preference of one service provider over another. We believe that Digitas India is the right strategic partner to help us achieve our aspirations. Digitas will be handling all social media and online creative work for Axis Bank.”

    Digitas India president Kanika Mathur added, “Working with Axis bank is extremely exciting and challenging for us. We will be using some of our worldwide learning‘s and best practices to create and implement best in class strategies and consumer experiences for Axis bank. These will include helping position new and current services online as well as in social media.” 

  • Axis Bank launches new brand campaign

    Axis Bank launches new brand campaign

    Mumbai: Axis Bank has announced the launch of a new brand campaign- ‘Badhti ka naam zindagi‘. The older positioning of the brand was ‘Apka Solution‘.

    Created by Lowe Lintas, the campaign aims to highlight the bank as a preferred partner in progress.

    The campaign features Axis Bank‘s new brand philosophy that success is never ending and is never celebrated the day after. It is history as soon as it‘s achieved. Every success is momentary, just a milestone in the journey called life.

    Axis Bank CMO Manisha Lath Gupta 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.”

    Lowe Lintas chairman R Balki added, “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. So to express the philosophy of ‘Badhti Ka Naam Zindagi‘ it was interesting to visualise the real journey of life as if it were a film and use a director‘s language to plot every step.”

    The new campaign marks the evolution of Axis Bank brand from playing the role of a ‘problem solver‘ in the customers life, to that of an ‘encouraging and enthusing partner‘ by owning an attitude and belief that resonates with target audience in everyday life, the company said.

    Additionally, Axis Bank has also launched two applications ‘Meri Zindagi ka Safar‘ and ‘Meri Zindagi ki Picture‘ on its Facebook page.

    ‘The 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. Meanwhile, ‘Meri Zindagi ki Picture‘ is about ‘Life‘ itself. It defines an individual whose memories are captured and cherished throughout his/her life. This application lets users compile images in a showcase of their life‘s story.

  • Karthik Lakshminarayan joins Madison Media

    Karthik Lakshminarayan joins Madison Media

    MUMBAI: Karthik Lakshminarayan joins Madison Media as COO of Crest. In his new role, he will head the ITC AOR. He will be alternating between the Bangalore and Kolkata operations of ITC.

    Lakshminarayan comes with over 16 years of experience in media having worked in media agencies like Madison Media, Initiative Media and Starcom as well as with media channels like Colors and FoodFood. Across his career, he has worked on a large and diverse portfolio of brands like Godrej, Cadbury, Marico, Asian Paints, Bharti Axa, Infosys, Britannia, Titan, Heinz, Pillsbury and Hallmark amongst others. 

    Madison Media group CEO Punitha Arumugam says, “I am delighted to have Karthik back with Madison Media. The best testament for Madison Media as an organisation is when ex Madisonites as talented as Karthik are willing to accept and explore career opportunities with us once again.”

    Lakshminarayan added, “I am delighted to return to Madison Media, post my successful stint in the broadcast and production side of business, which I will leverage to deliver better value to Madison and its clients. I am looking forward to this new chapter in my career.”

    Platinum Media CEO Basabdatta Chowdhuri added, “We have done a lot of interesting and exciting work for ITC in the last one year and I am looking forward to have Karthik lead our ITC AOR team.”

    Madison Media Group handles media planning and buying for blue chip clients including Airtel, Godrej, Kraft, ITC, General Motors, Marico, McDonald’s TVS, Britannia, Procter & Gamble, Asian Paints, Tata Tea, Shriram Transport Finance, Levis, SpiceJet, Axis Bank, Domino’s, Bharti Axa, MaxNewyork Life Insurance, Tata Chemicals, Acer, Dish TV, IDFC, Imagine TV, Times Television Network, Indian Oil and many others.

    The gross billing of Madison Media is Rs 30 billion.