Mumbai: Axis Bank has announced the launch of the fifth edition of its flagship festive property, ‘Dil Se Open Celebrations’. The campaign reimagines the festive season by extending beyond a single festival and embracing India’s cultural diversity with a season-long celebration spanning from Navratri and Diwali to Christmas and beyond.
Staying true to its Dil Se Open philosophy, the campaign—co-created with Lowe Lintas—is anchored in the proposition “Sirf ek festival nahi, poore festive season chalega”. Axis Bank aims to position itself as a trusted and dependable partner during the festivities, delivering both emotional resonance and tangible benefits to customers across the country.
As part of the campaign, customers will enjoy an extensive range of offers on shopping, dining, travel, and lifestyle through Axis Bank Credit Cards, loans, and other banking products. The bouquet includes discounts, cashback deals, and attractive EMI options designed to make high-ticket purchases more accessible and rewarding.
The festive campaign will be rolled out through films and creative assets tailored for multiple occasions, starting with Navratri. Award-winning composer Amit Trivedi has created an original festive score that enhances the storytelling and builds recall. In a unique twist, Santa Claus makes cameo appearances during Navratri and Diwali, serving as a playful disruptor and symbolizing the continuity of celebrations across the season.
The omnichannel outreach will ensure maximum customer engagement through digital platforms, outdoor media, influencer collaborations, print, and in-branch activations across Axis Bank’s network of 5,879 branches.
Commenting on the launch, Anoop Manohar, Chief Marketing Officer, Axis Bank, said, “Indian families celebrate a multitude of festivals that span several months, each carrying its own cultural significance and emotional value. With ‘Dil Se Open Celebrations 2025’, our aim was to reflect this lived reality by creating a campaign that accompanies customers throughout the entire festive season. This initiative goes beyond banking benefits; it is about being present in our customers’ lives during the most cherished time of the year. We envision Axis Bank not merely as a financial service provider, but as a trusted partner in our customers’ celebrations. Through this campaign we aim to deliver both tangible value and emotional resonance, ensuring that every festive moment is not only rewarding but truly memorable.”
Adding to this, Kapil Batra, President – Creative, Lowe Lintas, said, “With Dil Se Open Celebrations, we wanted to do something refreshingly different in the sea of festive campaigns. We came up with the thought of introducing Santa as a playful visual disruptor, turning up at festivals where you wouldn’t expect him. Santa is synonymous with gifts, and his early arrival is our way of saying Axis Bank is here with Dil Se Open Celebrations to reward people not just for one festival, but right through the entire festive season.”
With ‘Dil Se Open Celebrations 2025’, Axis Bank underscores its brand promise of being truly Dil Se Open—a partner in India’s cultural and emotional journey, bringing festive cheer and value to millions of households nationwide.
