Axis Bank recently launched ‘Flashback’, an exclusive film festival for its senior citizen customers in a bid to bring some excitement to their lives. And to promote this innovative initiative, Lowe Lintas Mumbai has conceived a heart-warming campaign.
With a cheerful undertone, Flashback is an initiative that aims to not just strengthen but also invigorate the bank’s relationship with its senior customers. In a simple initiative to bring back the joy into the senior citizens’ lives, the bank tied up with Inox to screen old Bollywood classics across eight cities in India.
Asha Kharga, CMO, Axis Bank, said, “Senior citizens are a very loyal set of customers and we take pride in our long and fruitful relationships with them. They enjoy walking into our branches not just for their banking needs but also to chat over a cup of tea with our staff. While we organise health check-ups and financial advice sessions, we felt we must create a special experience that makes them feel young all over again. The Flashback Film Festival’ has been designed as a unique engagement programme to enable our senior customers to re-experience their youth. We tied up with Inox to revive some Bollywood classics and organised screenings of their favourite movies across eight cities. The experience was replete with vintage cars and old-world refreshments to make it come alive. In a very youth-focused world, small acts like these make a big difference and the feedback from our senior customers has been really heart-warming.”
Commenting on the campaign, Arun Iyer, Chairman & Chief Creative Officer, Lowe Lintas, said, “‘Flashback Film festival’ is about screenings of old Hindi classics with an intent to engage with senior citizen customers of Axis Bank to strengthen the relationship with them beyond banking needs. The task for us was to communicate about this event. Working on the campaign, we came across this observation — if you see our parents today or any older people, leading a retired life, they have a very set pattern, their routine does not change much. With the Flashback film festival where the senior citizens would be invited for yesteryears movie screening, it would not only take them back to their younger days but also out of their routine life. Hence our communication idea is an advice to the senior citizens in midst of the excitement of experiencing their younger days ‘Ghar pe bata ke jaana, please’.”
The campaign film is promoted online and offline.
Client: Axis Bank
Client Team: Asha Kharga, Abhishek Ghosh, Uzma Sabah
Agency: Lowe Lintas
Creative: Arun Iyer, Amar Singh, Akash Das, Prathamesh Gharat, Joshua Thomas, Tejas Dangre, Katya Mohan, Cohaan Dias, Nayan Sarmah, Sriman Biswajit
Account Management: Shantanu Sapre, Parikshit Shah, Jay Ladhani, Neal Kurian, Abel Joy
Planning: Saji Abraham, Abhishek Joshi