Axis, banking on life’s growth story

22 Feb,2012

By A Correspondent


Axis Bank has launched a new brand campaign, ‘Badhti ka naam zindagi’. Having established its credentials as a customer-centric bank, the new campaign aims to highlight the bank as a preferred partner in progress.


[youtube width=”400″ height=”200″][/youtube]The campaign, designed by Lowe Lintas, features Axis Bank’s new brand philosophy of “success as a never-ending story”.


Speaking on the launch of the campaign, Manisha Lath Gupta, Chief Marketing Officer, Axis Bank 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 towards a better life.”


R Balki, Chairman, Lowe Lintas, 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 visualize the real journey of life as if it were a film and use a director’s language to plot every step.”


The repositioning of Axis Bank from ‘Aapka Solution’ to ‘Badhti ka naam zindagi’ is an important milestone in the journey of Axis Bank brand. 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 the target audience in everyday life.


Axis Bank has also launched two applications, Meri Zindagi ka Safar and Meri Zindagi ki Picture, on its Facebook page. 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. The premise is that one is enriched by one’s experiences as one travels, and this helps people learn and grow and progress in their lives.


Meri Zindagi ki Picture lets users compile their images in a showcase of their life’s story.


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