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Axis Bank mirrors resilience in people in its campaign for ‘Full Power Digital Account’

The campaign by Lowe Lintas documents the stories of individuals who have shown immense resilience in the face of adversity and have overcome it in their own ways. To be with its customers, Axis Bank and its services are at the tap of your fingers

Click on the Image to watch the TVC.

Axis Bank has launched a full-feature savings account termed as ‘Full Power Digital Account’ that can be opened digitally. Introducing a video-based KYC for opening an account, Axis Bank promotes this new offering in a campaign conceived by Lowe Lintas Mumbai.

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For a world that has been seemingly brought to a grinding halt, the resilience of individuals — be it students, labourers, small business owners or entrepreneurs — is truly motivating. Axis Bank acknowledges this determination to go on and showcases how it is doing its bit by introducing a completely paperless, end-to-end digital, account opening process. Over 250+ banking services are available for customers without visiting a branch.

Asha Kharga

Asha Kharga, EVP and Group CMO, Axis Bank, said, “The Full Power Digital Account is an innovation in its truest sense because it opens up the entire world of digital banking for the consumer. This innovation is a marker of our ‘open’ philosophy. Conventionally, digital accounts have always been pitched as savings accounts. However, in a post-Covid world, where consumers are embracing digital in a big way, as banks we need to offer solutions that solve for consumer needs. Hence instant debit cards for online shopping, paying of school fees, buying all kinds of insurance under one roof, getting business loans, short-term/long-term investment solutions need to be addressed for consumers under one roof. With the launch of the Full Power Digital Account, we open up more than 250 banking products and services to customers within the safety of their homes.”

The campaign film by Lowe Lintas documents stories of individuals who have shown immense resilience in the face of adversity and have overcome it in their own different ways. The crux of the idea is that while we are all dealing with the world around us that is opening up in phases, some things are always open — like Axis Bank and its services at the tip (or, say tap) of your fingers. In the end, the film asserts how the bank cares for its customers and mirrors their resilience.

Amar Singh

Amar Singh, Regional Creative Officer, Lowe Lintas, said, “In these difficult times, it is heartening to hear that it isn’t all bad news. That it hasn’t just been the numbers that are rising, that also increasing at a steady rate, are examples of our resilience. This is why we feel the film, conceived by Joshua Thomas and Katya Mohan for the Full Power Digital Account is a timely one. Because it draws upon examples of our resilience to arrive at a whole new zero-compromises, safe way to bank. By using examples which are familiar, recognisable and relatable — our intention is to seem as appealing, practical and easy to adopt to the first-time user, as we would to the seasoned online payments and banking customer. Which is after all, what lies at the heart of being Dil se Open.”

The campaign will be promoted across brand’s digital platforms.


Client: Asha Kharga, Abraham Chacko, Aakanksha Yadav, Sakshi Chauhan, Swapnil Sawant

Agency: Lowe Lintas Mumbai

Creative: Prateek Bhardwaj, Amar Singh, Joshua Thomas, Prathamesh Gharat, Katya Mohan, Amit Pandya, Tejas Dangre, Abhay Desle

Planning: Aditi Patwardhan, Abhishek Joshi

Account Management: Shantanu Sapre, Jay Ladhani, Nitasha Chandnani

Production House: Conversation Films (Arjun Chakradhar, Nayan Sarmah)

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