Banking on the highway of life

24 Jan,2013

By A Correspondent


Axis Bank, India’s third largest private sector bank, has announced the launch of its new campaign ‘Zindagi ke highway pe koi akele nahin badhta’ that aims to drive home the message that progress and subsequent success is mutual.


The campaign designed by Lowe Lintas features Axis Bank’s Brand Philosophy ‘While we keep progressing in our lives, there always is someone else progressing along with us, so let’s Progress Together’. The campaign highlights Axis Bank’s credentials as a customer centric bank and a partner in progress who walks with its customers on the highway of life – hence the tag line Zindagi ke highway pe koi akele nahin badhta.


Speaking on the launch of the campaign, R K Bammi, Executive Director – Retail Banking, Axis Bank 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. When one person progresses, others around him progress too. 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.”


Explaining this new phase in Axis Bank’s communication journey, Arun Iyer, National Creative Director, Lowe Lintas said, “Last year we crafted ‘Badhti ka naam zindagi’ to define the fundamental philosophy for Axis Bank. 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 one 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.”


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