The idea was conceptualised and scripted by Lowe Lintas and executed by Digitas
BestMediaInfo Bureau | Mumbai | February 14, 2013
After successfully launching its new brand campaign that reinterpreted its philosophy of ‘Badhti Ka Naam Zindagi’ from personal progress to how progress of one impacts many, Axis Bank has rolled out a new digital campaign conceptualised and scripted by Lowe Lintas and Partners and executed by Digitas.
The idea behind the campaign is that in today’s increasingly connected world, people are becoming disconnected and Axis Bank wanted to seamlessly extend this philosophy to digital as it is the medium to express and share. The campaign idea fits beautifully with the concept of helping people connect again, albeit very differently. There is a social network or a professional network but in all these networks, people are forgetting who they are truly indebted to or to whom they have to show gratitude to.
The two agencies created ProgressTogether.in, a site which enables one to acknowledge those who have helped a person progress in life to build an infinite network of people who have acknowledged one another, known as the Progress Network. The site also has a clever inclusion of interactive videos based on various products and services offered by Axis Bank. The brand wanted to avoid doing standard product advertising and give different consumers a much more engaging experience of the products on offer.
Manisha Lath Gupta, CMO, Axis Bank, said, “The time spent online has been on the rise with the advent of social media and high speed networks on smartphones. For a brand to truly engage with its customers it is becoming imperative to have a brand engagement platform online. Axis Bank has launched ProgressTogether.in which builds beautifully on our advertising idea of 'On the Highway of Life, no one progresses alone' and allows consumers to acknowledge those who helped them progress in life. We hope consumers will really like this unique experience. The idea is conceived by Lowe Lintas, but Digitas worked hand in hand to take it to market.”
In a scenario where the entire world is becoming an e-world and every category is becoming an e-category, it has become essential for brands to leverage the online world to communicate with their audience. Furthermore, online presence is inevitable for banks given the fact that consumers are interacting with them more and more online versus offline transactions at branches. It is because of this changing scenario that Axis Bank has planned this move into the digital world to strengthen its engagement with its customers.
Axis Bank claimed that research has shown that around 60-70 per cent of people resort to online research before purchasing financial products. Therefore, while the brand builds brand promise of Axis Bank through the ‘Badhti ka Naam Zindagi’ campaign on air, it was important it to be present online when the prospective customer comes looking for specific products and services.
Arun Iyer, NCD, Lowe Lintas, said, “The intention has been to use the digital medium to bring alive the philosophy of Axis Bank in a way that has never been done before. And to use the medium for its strength – the fact that it connects people together – creates a platform for all of us to share, express and come together. On the one hand, the Progress Network gives people a unique opportunity to express gratitude to those who have helped them become what they are, on the other hand, it gives consumers a unique and fun-filled interactive experience of the products of Axis Bank.”
Kanika Mathur, President and CEO, Digitas India, commented, “For us it was a challenge to create something that had never been done in this country. The idea of the Progress Network is a great testimony to the power of social media today. A simple and brilliant idea – to acknowledge those who have contributed to your progress – and the actual creation of the network involved layers of complexity. We wanted to create a visually stunning experience, where people could clearly see how their lives are interconnected with others.”
“Leveraging the Facebook API, the network allows you to acknowledge your Facebook contacts, in just a few clicks, and explore their connections. While it enables you to create your own network, it also enables you to navigate the networks of people across the. Integrated into the network are interactive video experiences that allows for engaging with a diverse array of products in a fun way,” Mathur added.
Client: Axis Bank
Client Team: Manisha Lath Gupta, Sagnik Ghosh, Rajiv Singh, Chirag Kohli, Samir Khandelwal
Agencies: Lowe Lintas, Digitas
Lowe Lintas Creative Team: R Balki, Arun Iyer, Akash Das, Amar Singh, Joshua Thomas, Paresh Panchal, Prathamesh Gharat, Ashish Kharwatkar, Pankaj Nihalani, Tejas Dangre, Katya Mohan, Nandkishore Sale, Manoj Kolaskar, Abhay Desle
Account Management: Shantanu Sapre, Bhuvnesh Joshi, Himanshu Kosambia, Shrey Bhatia, Suchismita Hota, Sonalika Pant, Priyanku Sarmah
Planning Team: Arun Raman, Gursimran Singh
Digitas Creative & Technology: Partho Sinha, Sidharth Dhanda, Neeraj Gupta, Sanket Mhatre, Waseem Siddiqui, Prosenjit Som
Account Management: Kanika Mathur, Nirmal Dayani, Kunal Danda, Rohan Fernandes, Wendy Coutinho, Misha Vishwasrao
Planning: Nikhil Sarup
Media agency: Starcom MediaVest
Media team: Mallikarjundas CR, Sejal Shah, Rachana Shah, Gautham Pingali, Harshwardhan Deodhar, Shruti Kuila, Isha Dhalia, Akshay Purandare, Yogesh Joshi, Sachin Puthran