The executive VP and group chief marketing officer of Axis Bank spoke to us about the new ad, the BFSI segment and marketing in these troubled times.
Advertisment
Axis Bank recently launched a campaign 'Zindagi rahe open' to highlight the contribution of its employees to keep the operations running effectively, despite lockdown restrictions.
Conceived by Lowe Lintas Mumbai, the digital film is mostly shot on mobile phones and includes footage from, and of, Axis Bank employees.
We spoke to Asha Kharga, executive VP and group chief marketing officer, Axis Bank, about the challenges faced during this campaign, consumer shift in the BFSI sector and her marketing approach.
Edited excerpts:
"Employees, including their family members, branch colleagues and partners at 35 locations across the country self-shot the footage through their mobile handsets with specified resolution."
"Tone-deafness by making light of the direness of the situation, opportunism or doing activities just because another brand in the category is doing something, will be poorly received by consumers."
/afaqs/media/agency_attachments/2024-10-10t065829449z-afaqs_640x480.png)
Follow Us/afaqs/media/post_attachments/dd8852c1ea93f20e8ba8d93232c3567ec02a090188147b01121c61bf320ece1f.png)
/afaqs/media/post_attachments/a804678da57ad798410f9faadcb6ae72399ba57f7fd07b93d626341307f9324a.png)