Mumbai: Axis Bank has announced the launch of a new brand campaign- ‘Badhti ka naam zindagi‘. The older positioning of the brand was ‘Apka Solution‘.

Created by Lowe Lintas, the campaign aims to highlight the bank as a preferred partner in progress.

The campaign features Axis Bank‘s new brand philosophy that success is never ending and is never celebrated the day after. It is history as soon as it‘s achieved. Every success is momentary, just a milestone in the journey called life.

Axis Bank CMO Manisha Lath Gupta said, "Badhti ka naam zindagi... or progress on... is an expression that encapsulates Axis Bank‘s belief on the meaning and purpose of life that everyone wishes and works towards. We believe that success today is no longer about having accomplished a goal. It‘s about setting newer goals and achieving each one of them. People today feel inspired about their own capabilities and that in turn triggers hope and outlook towards a better life."

Lowe Lintas chairman R Balki added, "It is fascinating to see how much movies have impacted our lives. When we fall in love there is background music playing in our heads. When we are angry, happy, sad, successful we have begun to see ourselves as actors in our own private film. This is a reality. So to express the philosophy of ‘Badhti Ka Naam Zindagi‘ it was interesting to visualise the real journey of life as if it were a film and use a director‘s language to plot every step."

The new campaign marks the evolution of Axis Bank brand from playing the role of a ‘problem solver‘ in the customers life, to that of an ‘encouraging and enthusing partner‘ by owning an attitude and belief that resonates with target audience in everyday life, the company said.

Additionally, Axis Bank has also launched two applications ‘Meri Zindagi ka Safar‘ and ‘Meri Zindagi ki Picture‘ on its Facebook page.

‘The Meri Zindagi ka Safar‘ is an application that lets users mark the places they have travelled to, thus enabling them to find out how much distance have they covered in these journeys of their life. Meanwhile, ‘Meri Zindagi ki Picture‘ is about ‘Life‘ itself. It defines an individual whose memories are captured and cherished throughout his/her life. This application lets users compile images in a showcase of their life‘s story.