Multiplier Effect

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SummaryAn uplifting campaign in the midst of an economic slowdown, the Axis Bank ad smartly talks about the multiplier effect of one man’s progress.

An uplifting campaign in the midst of an economic slowdown, the Axis Bank ad smartly talks about the multiplier effect of one man’s progress.

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 equal and opposite reaction, said Newton’s third law of motion. Add to that: An event in your life does not impact only you, but impacts many other lives. Taking off from this premise, the latest Axis Bank campaign weaves a beautiful story of how one man’s progress leads to the progress of many, with Axis Bank playing the role of sutradhar or the connector. Nicely done, the campaign highlights Axis Bank’s credentials as a customer centric bank and a partner in progress that walks with its customers on the highway of life; hence the tag line ‘Zindagi ke highway pe koi akele nahin badhta’.

Last year Axis Bank adopted the brand positioning of ‘Badhti ka naam zindagi’ or ‘Progress On’ a step ahead. The philosophy of ‘Badhti ka naam zindagi’ emanated from the insight that young Indians were constantly seeking avenues to improve their economic status. So then came the

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