Lowe re-interprets 'Badhti Ka Naam Zindagi' for Axis Bank

After launching its new brand philosophy “Badhti ka naam Zindagi…” Axis Bank’s creative agency Lowe Lintas and Partners, has re-interpreted it in an equally interesting manner. In the previous year the philosophy for Axis Bank was defined as Badhti ka Naam Zindagi…This emanated from the strategic insight that optimistic Indians of today are constantly seeking avenues to better their stations in life. And was creatively expressed in a cinematic idiom of Zindagi ke picture me interval nahin hota.

This year’s campaign re-interprets this philosophy of “Progress” by giving it a new meaning. It focuses on taking the brand from extolling for “personal progress” to “how progress of one impacts many”. And this new articulation is as surprising as it is uplifting.

Explaining this new phase in Axis Bank’s communication journey, Arun Iyer, National Creative Director, Lowe Lintas says that, “Last year we crafted ‘Badhti ka naam zindagi’ to define the fundamental philosophy for Axis Bank. The task this year was to continue building this sentiment on a larger canvass. What better than changing the frame of reference from what it means for an individual, to what it means in the context of the entire community we live in? The fact is that when you progress, others benefit too. And hence no one really progresses alone. When you move up, others do too. We hope the execution will make our audience have this joyful realization about how we are connected with each other.”

“The beauty in this is that, no one consciously seeks to improve other’s lives around him. It is an action that follows unknowingly and the ripple effect it creates is beautiful, it’s called progress that links us all” he adds. Iyer also suggested that using social media networks to populate this philosophy is on the cards in a manner never before seen in the country.

Speaking on the launch of the campaign, Mr. R.K Bammi, Executive Director – Retail Banking, Axis Bank said, “The new film takes our brand positioning of  Badhti ka naam zindagi... or Progress On...  ahead. We understand that Progress always has a ripple effect. When one person progresses others around him progress too. This insight is captured in our new TVC that clearly demonstrates the circle of progress and how you touch lives of others even when you do not know them.”
                                                                                                                                                                                                                                                                                                                                                                                                                                                                      CREDITS
·         Client: AXIS BANK
Client Team: Manisha Lath Gupta / Sagnik Ghosh / Rajiv Singh / Samir Khandelwal / Chirag Kohli Agency: Lowe Lintas & Partners
·         Creative Team: R Balki / Arun Iyer / Akash Das / Amar Singh / Joshua Thomas / Paresh Panchal Prathamesh Gharat / Ashish Kharwatkar / Pankaj Nihalani / Tejas Dangre / Katya Mohan / Nandkishore Sale / Manoj Kolaskar / Abhay Desle
·         Account Management: Shantanu Sapre /  Bhuvnesh Joshi / Himanshu Kosambia / Shrey Bhatia, Suchismita Hota / Sonalika Pan / Priyanku Sarmah

·         Planning: Arun Raman / Gursimran Singh