Axis Bank has launched its largest-ever and fully-integrated campaign, “Sirf Aapke Liye”, which promotes the launch of its new mobile-banking app ‘Open by Axis Bank’ and also seeks to reposition Axis Bank as a digital-first organization.
Conceptualized by Publicis Worldwide India, the campaign will consist of five TV commercials and ten digital films featuring interesting stories of different individuals from all walks of life and a variety of different purposes, including money transfers, personal loans, bill payments, fixed deposits and more.
What is noteworthy about these commercials is that they feature people in relatable, everyday situations in order to appeal to their viewers. For example, the commercial on bill payments emphasizes how difficult it is to constantly run around in order to pay bills in time, and the commercial on personal loans highlights how one should never leave someone else hanging. At the end of each of these commercials, Axis Bank’s Open app is presented as the ultimate solution to all these problems, highlighting their holistic and encompassing range of more than 250 services.
Axis Bank’s emphasis on their repositioning as a digital-first organization is highly beneficial for their image. It allows them to highlight their admirable range of online services, and also enables them to demonstrate their commitment to adapting to a rapidly digitizing world in order to suit the needs of their consumers.
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.”
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 the everyday banking inefficiencies and transform banking into an effortless and enjoyable experience.”
Axis Bank’s campaign is scheduled to air during the Men’s Cricket World Cup, among other channels. It will be rolled out across multiple channels: TV, print, in branch and out-of-home (OOH), and digital. Its social media presence will also be impactful, with video and social media and video platforms amplifying their message. This will guarantee that the campaign reaches a large, diverse audience.