Axis Bank re-interprets progress with new TVC

MUMBAI: After launching its new brand philosophy "Badhti ka naam Zindagi…", Axis Bank‘s creative agency Lowe Lintas and Partners has re-interpreted it in the brand‘s latest media campaign.

In the previous campaign, the philosophy emanated from the strategic insight that optimistic Indians of today are constantly seeking avenues to better their stations in life. This was creatively expressed in a cinematic idiom of Zindagi ke picture me interval nahin hota. The TVC which caught the fancy of the viewers showed a man‘s journey through different stages of life in the form of a film and highlighted the important role played Axis Bank in the man‘s life.

This year‘s campaign re-interprets this philosophy of "Progress" by giving it a new meaning. This time around, it shifts the focus from "personal progress" to "how progress of one, impacts many."

Lowe Lintas national creative director Arun Iyer said, "The task this year was to continue building this sentiment on a larger canvass. What better than changing the frame of reference from what it means for an individual, to what it means in the context of the entire community we live in? The fact is that when you progress, others benefit too. And hence no one really progresses alone. When you move up, others do too. We hope the execution will make our audience have this joyful realization about how we are connected with each other."

He added, "The beauty in this is that, no one consciously seeks to improve other‘s lives around him. It is an action that follows unknowingly and the ripple effect it creates is beautiful, it‘s called progress that links us all." he adds.

The use of social media networks to popularise this philosophy in an innovative way is also a part of the campaign.

Axis Bank executive director - retail banking R K Bammi said, "The new film takes our brand positioning of Badhti ka naam zindagi... or Progress On... ahead. We understand that progress always has a ripple effect. This insight is captured in our new TVC that clearly demonstrates the circle of progress and how you touch lives of others even when you do not know them."

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