After its earlier interpretations around the proposition ‘Badhti Ka Naam Zindagi’ was well received by consumers in India, leading private sector bank Axis Bank is back with a new comprehensive series that aims to take the proposition a step ahead.
In its newest interpretation, Lowe Lintas + Partners has attempted to capture the meaning of progress for Axis Bank by bringing in Deepika Padukone as the new brand ambassador. With the new partnership, Axis Bank aims to bring together two brands that are contemporary and progressive. The campaign taps into the human side of Deepika, portraying instances from her life – as a daughter, as a friend and as an employer and how banking plays an integral part in her life.
Sharing his observations on the launch of the new campaign, Rajiv Anand, President – Retail Banking, Axis Bank said, “The new film takes our brand positioning of ‘Badhti Ka Naam Zindagi…’ or Progress On… ahead. The campaign is based on the insight that progress means different things to different people and can also be defined differently for the same individual at different times. This insight is captured in our new communication which brings to life the ubiquitous and multidimensional nature of progress.”
Being one of the first women celebrities to endorse a bank in India, the challenge for Lowe Lintas + Partners was to ensure that the association of Deepika Padukone with a bank, which is perceptually a male domain, came across as a well-considered decision on the part of the brand ambassador and not as a traditional endorser.
The agency had to think differently to introduce the association of Deepika with Axis Bank, such that the multiple facets of progress come across in a manner not done before. The campaign, therefore, hinges on the insight that progress is not just material but also emotional and personal and it means different things to different people.
The creative device that Lowe Lintas + Partners capitalized on was the traditional press conference setup which is being used not only to officially introduce the association but also reveal some of the offerings of the bank that would be playing a real role in her life.
Speaking on the association with Deepika Padukone for the new campaign, Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “Keeping the brand philosophy in mind and having got Deepika on board with us for the campaign, we started working how we can bring them together. There are many facets to progress, while monetary growth is important, it is also important to have value systems in place which Deepika as an individual seamlessly displays.”
Presenting a more profound viewpoint behind choosing Deepika Padukone to endorse the new campaign, Rajiv Anand added, “Deepika Padukone, who is not only an accomplished actress but also a youth icon in the country, brings in fresh energy, youthfulness and vitality required for the idea to imbibe our philosophy. She has progressed in her journey from being an accomplished badminton player to a model and then to a very successful actress. Her journey of progress represents the new India which is young, hardworking, in-tune and aware of the world around them. She is contemporary yet there is an innate Indian-ness about her. We believe these qualities will fit the brand perfectly.”
The campaign aims to build further on the brand’s stance that society is continuously adding new dimensions to progress. In fact, it can be said here that the idea of progress itself has progressed.
As part of its plans to reach out to the audience on digital platforms, Axis Bank has planned an extensive coverage around the campaign with thrust on digital and social media. The campaign will be promoted under the hashtag #DeepikaForAxis, and will be released subsequently on traditional media.
Client: AXIS BANK
Client Team: RAJIV ANAND / SAGNIK GHOSH / RAJIV SINGH / LOPA BHATTACHARYA / IPSITA TRIPATHY
Agency: LOWE LINTAS + PARTNERS
Creative Team: ARUN IYER / AKASH DAS / AMAR SINGH / JOSHUA THOMAS / PRATHAMESH GHARAT / TEJAS DANGRE / KATYA MOHAN / MANOJ KOLASKAR / NITIN HEGISTE
Account Management: RAJ GUPTA / SHANTANU SAPRE / BHUVNESH JOSHI / HIMANSHU KOSAMBIA / SHREY BHATIA / KARISHMA YADAV / NITIN HEGISTE
Planning: S. SUBRAMANYESWAR