Conceptualised by Lowe Lintas, the TVC carries the message 'Zindagi ke highway pe koi akele nahin badhta'
BestMediaInfo Bureau | Mumbai | January 24, 2013
After launching its new brand philosophy 'Badhti ka naam Zindagi…', Axis Bank's creative agency, Lowe Lintas & Partners, has reinterpreted it in an equally interesting manner. The philosophy of 'Badhti ka Naam Zindagi' emanated from the strategic insight that optimistic Indians 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'.
This year's campaign re-interprets this philosophy of 'Progress' by giving it a new meaning. It focuses on taking the brand from extolling for “personal progress” to “how progress of one impacts many”. And this new articulation is as surprising as it is uplifting. The new campaign – 'Zindagi ke highway pe koi akele nahin badhta'–aims todrive home the message that progress and subsequent success are mutual.
The campaign highlights Axis Bank's credentials as a customer centric bank and a partner in progress that walks with its customers on the highway of life; hence the tag line 'Zindagi ke highway pe koi akele nahin badhta'.
RK Bammi, Executive Director – Retail Banking, Axis Bank, 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. When one person progresses, others around him progress too. 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.”
Explaining this new phase in Axis Bank's communication journey, Arun Iyer, National Creative Director, Lowe Lintas, said, “Last year we crafted 'Badhti ka naam zindagi' to define the fundamental philosophy of Axis Bank. 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 one 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 realisation about how we are connected with each other.”
Axis Bank plans to enable its customers to acknowledge contributions of others in their progress through an application called 'ProgressTogether'. The application would be hosted on a microsite which can be reached on the URL www.progresstogether.in and will also be mirrored on Facebook on the Axis Bank page. Customers can use the application from their PCs as well as tablets.
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