Campaign India Team
Jan 28, 2020

Axis Bank places the emphasis on the 'human side' of banking

Watch the film conceptualised by Lowe Lintas here

Axis Bank's campaign titled 'dil se open' as it looks to reveal the bank's human side. 
 
Conceptualised by Lowe Lintas, the campaign is built on the insight that despite the rapid strides towards digital banking, when it comes to personal investments, customers still prefer personal attention.
 
Asha Kharga, group chief marketing officer, Axis Bank, said, “As a marketer, it’s quite rare that you get to work on an organisation philosophy that’s backed by service transformation. We worked very closely with process quality to get various service enablers in place before launching 'open'. Some of these initiatives have resulted in Axis Bank achieving a complaints ratio of 0.29 per 1000 customers; far lower than the industry benchmark of 0.40.”
 
She added, “Open is an extremely liberating word. It kindles possibilities. In today’s world, high-tech needs to be balanced with high-touch.” 
 
Prateek Bhardwaj, CCO, Lowe Lintas, said, “'Open' is more than an advertising campaign for Axis Bank. It's a culture shift initiative. While partnering Axis through this initiative we brought to life small yet simple actions and behaviours that employees can replicate. There are many more such little signs of 'openness' that this campaign will unfold as the customers interact with Axis Bank across various touchpoints.” 
 
Source:
Campaign India

Related Articles

Just Published

2 days ago

Verystar’s OmniCRM clinches Tech MVP for 2024

Tech MVP 2024 spotlights this year’s most valuable product, recognised for its game-changing impact on customer relationship management across APAC.

2 days ago

India's print ads thrive amid Diwali's spark

In the festival’s glow, print ads prove resilient, delivering impact and reach that digital alone can't replace.

2 days ago

Alphabet posts 15% revenue increase for Q3

Ad revenue for the quarter came in at $65.85 billion, up about 10.4% year over year.

2 days ago

Dazzle, sparkle, sell: Brands fire their creativity ...

Tradition and human values meet innovation in campaigns, as companies celebrate the festival of lights with consumers.