AutumnGrey has launched a new festive campaign for Axis Bank. The campaign #PauseTheBargain intended to highlight the struggles of small and medium businesses and also mobilise sentiment towards supporting SMEs in these current, challenging times.
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The campaign idea stemmed from the insight that as Indians our love for bargaining during shopping is legendary, an age-old Indian shopping behaviour that has survived several eras while everything else changed with time, but today as a society we all need to step up as a nation and put a hold on this age-old practise as a mark of solidarity with those whose livelihood depends on their small, local businesses. AutumnGrey’s campaign resonates deeply in helping SMEs in getting back on their feet, even if in a small way.
Rajiv Anand, Executive Director - Wholesale Banking, Axis Bank, said, "Bargaining is a very deep-rooted phenomenon in our culture. We do it without a pause. But 2020 and 2021, without a doubt, have been the hardest years for small businesses. With #PauseTheBargain, our primary objective was to start a new initiative, where all of us could do our bit, to help get small businesses back on their feet. Hence, can we, for some time, #PauseTheBargain?"
Bodh Deb, Senior Vice-President – Integration and Growth, AutumnGrey, said, “Initially the campaign was called #StopTheBargain, but later we decided to change it to #PauseTheBargain as the core idea was not to ask people to permanently let go of their much-loved bargaining tradition but to mobilise their sentiment towards supporting SMEs in these current, challenging times. The campaign has been designed to run for five months – August, ‘21 to December, ‘21, as this is a crucial period for local businesses - Independence Day, Navratri, Diwali, leading up to Christmas and New Year, are all celebrated during this period and the awareness needed to be sustained across these 5 months to really help make a difference to local businesses."