Multiplier Effect

Feb 19 2013, 01:32 IST
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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 manís progress.

An uplifting campaign in the midst of an economic slowdown, the Axis Bank ad smartly talks about the multiplier effect of one manís 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 sonís 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 donít walk alone on the road to progress).

Our Take

To every action there is always an equal and opposite reaction, said Newtonís 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 manís progress leads to the progress of many, with Axis Bank playing the role of sutradhar or the connector. Nicely done, the campaign highlights Axis Bankís 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 ĎZindagi ke highway pe koi akele nahin badhtaí.

Last year Axis Bank adopted the brand positioning of ĎBadhti ka naam zindagií or ĎProgress Oní a step ahead. The philosophy of ĎBadhti ka naam zindagií emanated from the insight that young Indians were constantly seeking avenues to improve their economic status. So then came the

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