Axis Bank has branded its mobile banking app ‘Open’ and launched a four-film campaign that focuses on the bank’s digital capabilities and convenience of using the app.
The campaign has been conceptualised by Publicis Worldwide India.
The campaign highlights the features of the app, which is a culmination of a multiyear effort to launch a digital bank within the bank that is focused on delivering a personalised, intuitive, and hassle-free experience.
Each of the four films focuses on one unique feature.
One film has a young man hanging on a pipe waiting for his father to go to bed because he was out past his curfew. He insists that while his situation is unavoidable, one should not be kept hanging for a personal loan. Another film has a customer waiting in line. Starting a fixed deposit need not be about queues, he says, but that one might for awesome kachoris.
Running to reach the counter in time to pay bills or dreading going out in the rain to make that international fund transfer? Those are avoidable with Axis Bank ‘open’ app at your fingertips, the films show. If you do have to run it should perhaps be to chase your kite, and if you must step out in the rain, do it to enjoy the showers, is the creative approach.
The app’s name aligns with the brand’s ‘Dil se open’ tagline and past campaigns.
Sameer Shetty, President and Head – Digital Business and Transformation, Axis Bank, said, “We had laid out our aspiration to build Axis 2.0 as a digital bank within the bank. This journey has been delivered keeping the customer at the very core of every conversation and decision. It is part of all our customer interactions, product designs, and process innovation journeys. We have been continuously investing in digital-first products that reimagine customer propositions, both for existing bank customers as well as for new ones. Axis 2.0 is now ‘open by Axis Bank’ and we will continue to deliver personalised, individualised, hassle-free customer experiences under this umbrella.”
“open by Axis continues to see strong growth, with Monthly Active Users of 13 million (approx.) and nearly 8.4 million non-Axis Bank customers. With a rating of 4.8 on the Google Playstore, the Bank continues to remain among the top players in the digital banking space. Our power-packed mobile app ‘open by Axis Bank’ is a one-stop solution for all the digital banking needs with over 250 banking services on the go.”
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 of us.”
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.”
“The communication focuses on positioning ‘open by Axis Bank’ as an app designed to live up to the bank’s promise of keeping the consumer at the centre of the banking experience. The communication embodies that and hence the title is ‘Sirf Aapke liye’. The campaign represents a significant step forward in the world of digital banking, making Axis Bank not just a financial institution but a partner in the pursuit of happiness and fulfilment,” added Srijan Shukla and Pratheeb Ravi, Executive Creative Directors, Publicis Worldwide India.
Agency Credits
Agency: Publicis Worldwide India
CEO- Paritosh Srivastava
Chief Strategy Officer: Snehasis Bose
Managing Director: Oindrila Roy
Executive Creative Directors: Srijan Shukla & Pratheeb Ravi
Senior Vice President: Nitin Sharma
Associate Vice President: Zeeshan Jehangir
Creative Director: Sagar Desai
Associate Creative Director: Raj Joshi
Senior Art Director: Bhavin Chaudhary
Group Head – Copy: Rahul Thiagarajan
Brand Associates: Eishika Dhar & Esha Panchal
Brand Credits
Chief Marketing Officer: Anoop Manohar
Head – Brand, Media, Consumer Insights & Social: Abraham Chacko
VP Brand & Subsidiaries: Royce Nair
VP Media Strategy & Planning: Sandesh Damle
VP Social Media: Sayan Halder
AVP Brand & Subsidiaries: Niti Kumbhani
Brand Manager: Shefali Sharma
(Amended at 15.30 hrs on October 7, 2023 to include agency comments and credits.)
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