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Axis Bank launches 'open by Axis Bank' digital proposition in new campaign

The campaign has been conceptualised by Publicis Worldwide India

Axis Bank announced the launch of ‘open by Axis Bank’, its digital bank proposition in its latest advertising campaign that focuses on the Bank’s digital capabilities.

The Open 2023 campaign highlights the top 15 features of the Bank’s digital offerings.

Axis Bank stated that the launch is a culmination of the Bank’s multiyear effort to launch a digital bank within the bank, which is focused on delivering a personalised, intuitive, and hassle-free digital banking experience.

The campaign has been conceptualised by Publicis Worldwide India.

The introduction of this future-ready mobile application underscores the Bank's pivot towards enhanced digital offerings. The campaign signifies the Bank’s evolution into the digital realm, in which ‘open’ continues to be relevant and remains at the core of crafting the new digital avatar.

Sameer Shetty, President and Head - Digital Business and Transformation, Axis Bank, said, “We had laid out our aspiration to build Axis 2.0 as a digital bank within the bank. This journey has been delivered keeping the customer at the very core of every conversation and decision. It is part of all our customer interactions, product designs, and process innovation journeys. We have been continuously investing in digital-first products that reimagine customer propositions, both for existing bank customers as well as for new ones. Axis 2.0 is now ‘open by Axis Bank’ and we will continue to deliver personalised, individualised, hassle-free customer experiences under this umbrella."

“open by Axis continues to see strong growth, with Monthly Active Users of ~13 million and nearly ~8.4 million non-Axis Bank customers. With a rating of 4.8 on the Google Playstore, the Bank continues to remain among the top players in the Digital banking space. Our power-packed mobile App ‘open by Axis Bank’ is a one-stop solution for all the digital banking needs with 250+ banking services on the go,” Shetty further added.

Anoop Manohar, Chief Marketing Officer, Axis Bank, said, "This is a significant milestone in Axis Bank's journey. As we continue to grow and adapt to the digital future, our core value of being 'Dil Se Open' will remain our guiding light, ensuring our offerings are both cutting-edge and rooted in the trust and familiarity our customers have come to expect of us".

Oindrila Roy, Managing Director, Publicis Worldwide India, said, “This campaign marks an important juncture in the journey of Axis Bank. The brand is making a pivot to being a digital-first bank and the campaign is designed to communicate the same. When entrusted with this campaign, the strategy was to help Axis Bank make this transition while remaining true to its DNA and the legacy that it has created over the years. The campaign positions ‘open by Axis Bank’ app as a liberator that seeks to free customers from everyday banking inefficiencies and transform banking into an effortless and enjoyable experience.”

Srijan Shukla and Pratheeb Ravi, Executive Creative Directors, Publicis Worldwide India, said, “The communication focusses on positioning ‘open by Axis Bank’ as an app designed to live up to the bank’s promise of keeping the consumer at the centre of the banking experience. The communication embodies that and hence the title is ‘Sirf Aapke liye’. The campaign represents a significant step forward in the world of digital banking, making Axis Bank not just a financial institution but a partner in the pursuit of happiness and fulfilment.”

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