• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Focus 2022
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
Friday, May 20, 2022
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Focus 2022
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Focus 2022
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Uncategorized

Axis Bank urges everyone to ‘reverse the norm’ as life comes back to normal in its new campaign

by Editorial
June 17, 2020
in Uncategorized
3 min read
Axis Bank urges everyone to ‘reverse the norm’ as life comes back to normal in its new campaign
Share Share ShareShare

Mumbai: Axis Bank, the country’s third-largest private sector bank, unveiled its new brand philosophy ‘Open’ earlier this year. This philosophy has been projected on numerous occasions keeping accessibility, absence of bias, and openness at the core of the Bank’s communication. Walking the talk, Axis Bank is now urging everyone to embrace the philosophy of ‘Open’ and support the needy.

As life begins to open up after the lockdown ends, several small-scale vendors may need money to restart their business. At such a time, regular customers can lend a helping hand by advancing the money for their products/services that they will buy in the future. Being an essential service provider, Axis Bank has been at the forefront of helping people through services like mobile ATMs. While continuing to do so, it is also nudging people to open their minds to play a small part in kickstarting the crippled economy and ecosystem.

Asha Kharga
Asha Kharga

Commenting on the film, Asha Kharga, EVP & Group CMO, Axis Bank said “The concept came from a simple, uniquely Indian insight of khata that most of us have with local shops like the kiraana wala, the neighborhood chai waala, the istri wala, to name a few. These are long-standing relationships rooted in trust. As the country starts opening up, these small businesses will need all our support to get back on their feet. And hence the simple message was to appeal to the collective goodness in people by asking them to reverse the khata for these local shops. Also, it’s not just a campaign idea. Axis Bank partners with these small merchants through various initiatives, be it by enabling payments to merchants through UPI, or through low-cost payment solutions like Bharat QR and POS terminals or providing them small-ticket loans through our NBFC subsidiary- Axis Finance.   I strongly believe that brands can be a force for good and this message asks people to join their hands and support local businesses in hard times.”

#ReverseTheKhata, conceived by Lowe Lintas and produced by LinProductions, is executed via a series of pictures that project a range of emotions beginning with the phrase ‘KitnibaarkahahaiKhaatemeinlikh do’. The term ‘Khata’ not only creates a transactional bond but also an emotional connection between two people – be it a vegetable vendor, a tea-seller outside the offices,* or even an account in the bank; it is a sign of trust and connection between them. It is with this trust that the brand is urging people to #ReverseTheKhata and take care of the ones who have kept our account until now.

Prateek Bhardwaj

Commenting on the film, Prateek Bhardwaj CCO, Lowe Lintas said “The sentiment of ‘Reverse the Khaata’ has really resonated with people, and it’s so nice to see it organically being shared everywhere. Its journey from idea to execution stands testimony to how well Lintas plays as a team. The idea, in fact, came from a group that doesn’t work directly on the brand. The team and the client loved it as it fits so well with the core Axis idea of ‘Dil Se Open’. Lin Productions came in and turned around the film in record time, with art directors picking up the cameras for some of the shots. And finally, Amer, our chairman, himself pitched in as the VO artist that brings it together. With this much belief behind the idea, it isn’t surprising that it’s getting so much love too.”

As the film required candid pictures to make its point, some stock images were used along with a few pictures that were clicked before the lockdown began using a camera that quietly slips into a lane clicking pictures in a natural setting. The creative team chose FUJI XT 100 which is compact, quiet, fast, and well suited for street and candid photography. The film is held together by the voice of Amer Jaleel who was also the voice behind Axis Bank’s ‘Dil Se Open’ brand campaign.

The film is live across the brand’s social media channels.

CREDITS:

Client: Asha Kharga, Abraham Chacko, Hardik Joshi, SayanHaldar

Creative Team: Prateek Bhardwaj, Ashwin Joharapurkar, Ripan ka Kalita, Garima Khandelwal, Poonam Wahi

Account Management: Shantanu Sapre, Jay Ladhani, Nitasha Chandnani

Production: Lin Productions

Link: 

Tags: Asha Kharga Axis BankAxis BankLowe LintasPrateek Bhardwaj Lowe Lintasreverse the norm

Related Posts

ŠKODA AUTO India and PHD Media optimize viewability of KUSHAQ through Amazon FireTV devices
Advertising

PHD Media leverages Pixis’ AI Infrastructure to Optimize Lead Generation for Škoda Auto India

by Editorial
May 16, 2022
0

Mumbai: With social commerce evolving to play a bigger role in the consumer journey than ever before, leveraging social media...

Read more
Goafest 2022: Day 3 in Pictures
Uncategorized

Goafest 2022: Day 3 in Pictures

by Editorial
May 9, 2022
0

Read more
Swiggy acquires Times Internet’s Dineout

Swiggy’s Dineout Deal: A win-win for both the brands and the customers

May 18, 2022
Businesses looking to take advantage of the growth in e-commerce will need to start looking at it from a strategic lens: Kartik Iyer, Publicis Commerce

Businesses looking to take advantage of the growth in e-commerce will need to start looking at it from a strategic lens: Kartik Iyer, Publicis Commerce

May 17, 2022
Why are traditional SVOD platforms now going AVOD?

Why are traditional SVOD platforms now going AVOD?

May 17, 2022
TAM Sports New Logo

146 brands advertised on both Regional and Hindi+English Sports channels during first 57 matches of IPL 15: TAM Report

May 17, 2022
How influencers across all categories are slowly becoming brands?

How influencers across all categories are slowly becoming brands?

May 16, 2022
We never let our audience run out of options for content: Vishnu Mohta, Hoichoi

We never let our audience run out of options for content: Vishnu Mohta, Hoichoi

May 16, 2022

Subscribe to Newsletters

Trending

Decoding the Metaverse: ‘Unlocking true potential lies in understanding what users will engage with’
Exclusive

Decoding the Metaverse: ‘Unlocking true potential lies in understanding what users will engage with’

by Neethu Mohan
May 19, 2022
0

By definition, metaverse is a virtual-reality space in which users can interact with a computer-generated environment and other users. According...

Timex Group India appoints Deepak Chhabra as Managing Director

Timex Group India appoints Deepak Chhabra as Managing Director

May 19, 2022
Virtual production could be a gamechanger for the animation industry. Here’s how!

Virtual production could be a gamechanger for the animation industry. Here’s how!

May 19, 2022
Zee Telugu invites viewers to vote for their favourite eliminated Sa Re Ga Ma Pa contestants

Zee Telugu invites viewers to vote for their favourite eliminated Sa Re Ga Ma Pa contestants

May 17, 2022
Disney+ Hotstar to Premiere the Mohanlal-Jeethu Joseph team’s 12th Man on 20th May

Disney+ Hotstar to Premiere the Mohanlal-Jeethu Joseph team’s 12th Man on 20th May

May 4, 2022

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 194B , Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai – 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • Focus 2022
  • Television
  • Advertising
    • Goafest 2022
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column

© 2022 JNews - Premium WordPress news & magazine theme by Jegtheme.