21 Oct 2017
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Axis Bank launches a teaser campaign with Deepika Padukone

MUMBAI: Axis Bank has launched a teaser campaign featuring recently signed brand ambassador Deepika Padukone.

Created by Lowe Lintas, the campaign looks to extend the brand philosophy of ‘Badhti ka naam zindagi’.

Axis Bank president retail banking Rajiv Anand 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 multi-dimensional nature of progress.”

Axis Bank’s previous campaigns showed the brand philosophy through different TVCs. This time they have taken it forward with ‘Badhne ke kai naam hai’ to show that progress has many names. It highlights the ‘holistic’ nature of progress and highlights Axis Bank’s journey as a customer centric bank.

The TVC teaser opens with a group of people waiting for someone at a press conference. When Deepika Padukone finally walks in, they start asking questions. The first question she has to answer is ‘How does she feel being the brand ambassador for Axis Bank’? To this, Padukone replies that it feels like she is ‘progressing on’. The rest of the campaign is yet to be released.

Lowe Lintas national creative director Arun Iyer said, “Badhti ka Naam Zindagi or Progress on is the essence of brand Axis. In our earlier campaigns we have explored this philosophy from various angles, be it an individual’s progress or the progress of the collective. The objective this year was to explore a new dimension of progress while showcasing the range of products, which brings us to the idea behind the campaign, that ‘progress has many meanings’. It is not just material but also emotional and personal. While growing monetarily is important, it is also important to have value-system in place and that’s the whole thinking behind the philosophy of ‘Badhti ka Naam Zindagi’”.

Padukone said, “Badhti Ka Naam Zindagi is more than just an advertising baseline. I’ve always believed that if you stop growing, you stop being. Moreover, progress is a very individual thing. What it means to you might be very different from what it means to me. But yet, for both of us, it’s the most vital part of our lives. In a way it’s a common thread that binds us.”