Axis Bank's businessman is #AlwaysOn

Conceptualised by Lowe Lintas, the latest campaign is centred on 'Mobile Business Banking Solutions'

BestMediaInfo Bureau | Mumbai | February 9, 2016

Click on the image to watch the TVC.

Axis Bank recently launched its new campaign based on holistic business banking solutions. With mobile penetration expected to exceed 200 million users in India by 2016, the shift has augured well for banks and financial institutions that are making every attempt to simplify the lives of consumers via mobile.

The move comes in with the fact that mobile technology for banking transactions has been gaining popularity in India. The rapid growth in users and expansion in coverage of mobile phone networks has given this platform importance.

Conceptualized and executed by Lowe Lintas Mumbai, the film revolves around the idea of holistic business banking solutions for businessmen who are 'always on'. The TVC shows scenarios where businessmen are either having dinner at home or are at a barber shop or sitting after a game of tennis or at a parent teacher meeting. Irrespective of what each one of them is doing, with Axis Bank's complete business banking solutions these men are doing business while having dinner, while at the barber shop, transferring salaries after a game of tennis and buying stock at a parent-teacher meeting. This shows Axis Bank's services can be availed at any time, from anywhere and that's what the campaign highlights.

Rajiv Anand

Rajiv Anand, Group Executive, Retail Banking, Axis Bank, said, “Digital is no longer an option or an alternative. It is a way of life these days. At Axis, we have invested extensively in expanding our digital suite of products and services for every consumer strata. And who better to appreciate the efficiencies of digital than a businessman who rarely has the luxury of free time. With our range of mobile business banking solutions, the 'Always-on' businessman can transact seamlessly and effortlessly thus helping him progress.”

Arun Iyer

Arun Iyer, Chief Creative Officer, Lowe Lintas, said, “We had to introduce the offering in a manner which is compelling while staying true to the brand idea of 'Progress without Pause'. 'Banking on the go', while relevant, sounds like a benefit which I have seen and heard before. To create an impact we needed to set it up in a context which is fresh and relevant, which is why when we were working on the campaign we observed and recollected that even if a businessman is away from his business, his mind is not. So, just like the businessmen who are always on, 'a business banking solution that is always-on' is how we pitched it.”

Shantanu Sapre, Executive Director, Lowe Lintas, added, “If you see today, business dynamics have changed drastically. A businessman can ill-afford to switch off from his business whatever be the occasion or location. Hence it's becomes more important for banks to keep up with the pace and demands of these businessmen. Axis Bank already had its offering in place with a suite of business banking solutions. That's why the idea of 'An always on bank for the always on businessmen' fit perfectly for us to communicate the same.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Axis Bank

Client team: Praveen Bhatt, Abraham Chacko, Rajiv Singh, Rakesh Thakur, Neha Jishtu

Creative Agency: Lowe Lintas Mumbai

Creative team: Arun Iyer, Amar Singh, Akash Das, Joshua Thomas, Prathamesh Gharat, Katya Mohan, Tejas Dangre, Nayan Sarmah

Account Management: Shantanu Sapre, Danny Nathani, Jay Ladhani, Sheetal Pritmani

Planning: S Subramanyeswar, Rishabha Nayyar, Shipra Chinchankar, Abhinit Agarwal

Production house: Rising Sun Films

Director: Kopal Nathani

Info@BestMediaInfo.com

Info@BestMediaInfo.com