New Delhi: Axis Bank has unveiled its festive campaign ‘Dil Se Open Celebrations’, aiming to capture the true spirit of Indian festivals.
Conceptualised by Lowe Lintas, the campaign highlights the importance of doing good deeds, not just during festivals but every day, because “achhai kabhi rukni nahi chahiye.”
The campaign is rolled out in two phases. In phase one, Axis Bank celebrated the traditions of Ganesh Utsav and Onam, bringing alive the warmth and joy associated with these festivals. Beyond the festive celebrations, the films emphasised the importance of making small, thoughtful gestures every day, and celebrating the people around them in meaningful ways throughout the year.
Phase two builds on this festive spirit with the ongoing celebration of Navratri and the upcoming Diwali. While the culture and traditions showcased in every film are distinct from each other, the campaign acts as a reminder to the audience that the spirit of compassion, togetherness, and self-care that we imbibe during festivals is the true representation of being Dil Se Open and should carry on into our everyday lives.
Anoop Manohar, Chief Marketing Officer, Axis Bank, said, “Festivals inspire goodness in many forms- reunions with family, reviving the spirit of community, going the extra mile for our loved ones and much more. Our campaigns urge people to embrace the essence of these traditions throughout the year and not be limited to the festive alone. India is a land of many festivals, and we have used regional nuances of these festivals in a series of heartwarming films to bring this narrative to life. The plethora of offers available on credit cards and other banking products are an apt enabler for keeping these traditions alive during and after the festival”.
Kapil Batra, President, Lowe Lintas, said, “This campaign builds on Axis Bank’s ‘Dil Se Open’ philosophy, encouraging people to embrace kindness throughout the year. Kudos to the team for bringing this idea alive by capturing very relatable and unique moments that make each festival truly special.”
Prathamesh Gharat, Executive Director, Lowe Lintas, said, "With 'Dil Se Open Celebrations,' our goal was to celebrate not only the festivals but the emotions and values that come with them. Indian festivals beautifully highlight the bonds we share, but it’s the everyday moments of kindness and compassion that truly make life special. Through this campaign, we want to encourage people to continue carrying that spirit forward, to show that being 'Dil Se Open' is a way of life, not just during festive times, but all year round."
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