Multiplier Effect

Campaign name: Zindagi ke highway pe koi akele nahin badhta

Brand: Axis Bank

Company: Axis Bank

Agency: Lowe Lintas

The Campaign

The ad opens on a young couple in a South Indian city. The husband Venkat gets a SMS from Axis Bank announcing the Rs one lakh bonus he has got. His wife Laxmi suggests going on a holiday to Himachal Pradesh. She goes shopping for woollens and kicks off a ripple effect. As she, and so many others like her, buy winter clothes, store owner Ahmed orders for more from a knitting company. As the knitting company owner named Kapoor gets an advance, he hikes the number of employees, one of whom is Preeti. Ecstatic, Preeti applies for a home loan from Axis Bank and brings her mother, Sheetal, to her new home. The mother, in turn, buys a carpet for their new home, and as carpet weaver Vinod receives his payment, he calls home to tell his wife that their son’s school fees is on its way. As the young mother and her son walk down the snow covered road in Himachal, happy in their prosperity, their path crosses that of Venkat and his wife who are now holidaying there. The ad ends with the voice-over: Zindagi ke highway pe koi akele nahin badhta (You don’t walk alone on the road to progress).

Our Take

To every action there is always an

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