Conceptualised by Lowe Lintas, the new campaign aims to highlight the Bank as a preferred partner in progress
BestMediaInfo Bureau | Delhi | February 24, 2012
Axis Bank, India’s third largest private sector Bank, today announced the launch of a new Brand campaign- 'Badhti ka naam zindagi'. Having established its credentials as a customer centric bank, the new campaign aims to highlight the Bank as a preferred partner in progress.
The campaign designed by Lowe Lintas features Axis Bank’s New Brand Philosophy ‘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 celebrates your every success as a stepping stone for the next one’. Axis Bank zeroed on this philosophy after approximately 6+ months of extensive consumer workshops and brand research.
Speaking 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.”
R Balki, Chairman, Lowe Lintas and Film maker 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 visualize the real journey of life as if it were a film and use a director’s language to plot every step.
The repositioning of Axis Bank from 'Aapka Solution' to ‘BADHTI KA NAAM ZINDAGI’ is an important milestone in the journey of Axis Bank brand. 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.
Coinciding with the campaign, Axis Bank has also launched two interesting 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. 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. Our lives are full of milestones, which defines an individual, whose memories we capture and cherish throughout our lives. This application lets users compile these images in a showcase of their life’s story.
Agency: Lowe Lintas
ACCOUNT MANAGEMENT: ANAHEETA GOENKA / INDRANEEL GHOSH / RAJESH SALVI / SHREY BHATIA / SUCHISMITA HOTA
PLANNING: ARUN RAMAN / GURSIMRAN SINGH
CREATIVE TEAM:R BALKI / ARUN IYER / AMAR SINGH / PRATHAMESH GHARAT / NANDKISHORE SALE / MANOJ KOLASKAR / ABHAY DESLE / PARESH PANCHAL / TEJAS DANGRE / JOSHUA THOMAS / SARFARAZ SIDDIQUI & TEAM
Client Team: Axis Bank: Manisha Lath Gupta, Sagnik Ghosh, Saurav Parmar, Samir Khandelwal