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It’s ‘Progress on’ with Axis Bank

Axis Bank releases teaser campaign, conceptualised by Lowe Lintas, around the 'Badhti ka naam zindagi' campaign with Deepika Padukone

BestMediaInfo Bureau | Mumbai | June 6, 2014

Axis-Bank-TVC Click on the image to watch the TVC.

Axis Bank has launched a teaser campaign featuring recently signed brand ambassador, Deepika Padukone. Created by Lowe Lintas, the campaign looks to extend the brand philosophy of 'Badhti ka naam zindagi' (Progress is on).

Rajiv Anand, President – Retail Banking, Axis Bank, said, “The new film takes our brand positioning of ‘Badhti ka naam zindagi’ or Progress On, ahead. The campaign is based on the insight that progress means different things to different people and can also be defined differently for the same individual at different times. This insight is captured in our new communication which brings to life the ubiquitous and multi-dimensional nature of progress.”

Axis Bank's previous campaigns showed the brand philosophy through different TVCs. This time they have taken it forward with 'Badhne ke kai naam hai' to show that progress has many names. It highlights the 'holistic' nature of progress and highlights Axis Bank’s journey as a customer centric bank.

The TVC teaser opens with a group of people waiting for someone at a press conference. When Deepika Padukone finally walks in, they start asking questions. The first question she has to answer is 'How does she feel being the brand ambassador for Axis Bank'? To this, Padukone replies that it feels like she is 'progressing on'. The rest of the campaign is yet to be released.

Arun Iyer Arun Iyer

“Badhti ka Naam Zindagi or Progress on is the essence of brand Axis. In our earlier campaigns we have explored this philosophy from various angles, be it an individual’s progress or the progress of the collective. The objective this year was to explore a new dimension of progress while showcasing the range of products, which brings us to the idea behind the campaign, that ‘progress has many meanings’. It is not just material but also emotional and personal. While growing monetarily is important but it is also important to have value-system in place and that’s the whole thinking behind the philosophy of ‘Badhti ka Naam Zindagi’,” said Arun Iyer, National Creative Director, Lowe Lintas.

According to Padukone, “Badhti Ka Naam Zindagi is more than just an advertising baseline. I've always believed that if you stop growing, you stop being. Moreover, progress is a very individual thing. What it means to you might be very different from what it means to me. But yet, for both of us, it’s the most vital part of our lives. In a way it’s a common thread that binds us.”

The TVC:

[youtube]http://www.youtube.com/watch?v=NGiQoTGVkKI[/youtube]

Credits:

Creative Agency: Lowe Lintas & Partners

Chairman & Chief Creative Officer: R Balki

National Creative Director: Arun Iyer

Creative Team: Arun Iyer, Akash Das, Amar Singh, Joshua Thomas, Prathamesh Gharat, Tejas Dangre, Abhijeet Kalan, Katya Mohan, Chiraag George, Manoj Kolaskar, Abhay Desle

Account Management: Shantanu Sapre, Bhuvnesh Joshi, Himanshu Kosambia, Shrey Bhatia, Karishma Yadav, Nitin Hegiste

Planning: S Subramanyeswar, Gursimran Singh

Director: Gauri Shinde

Production House: Offroad Films

Sohini.Sen@bestmediainfo.com

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