Axis bank introduces new campaign for the busy Indian businessman

The film revolves around the idea of holistic business banking solutions for businessmen on-the-go.

Axis Bank has launched its new campaign titled Always On, with the aim to project itself as a financial institution which is always active for its customers. The film, which had a digital release initially, was soon followed by a TVC. Conceptualised and executed by Lowe Lintas Mumbai, the campaign is based on the idea of holistic business banking solutions for always active businessmen.

The TVC shows businessmen as people who are never disconnected from their business, irrespective of where they are and what they are doing. The mobility solutions offered by Axis Bank enable businesses to offer a number of payment solutions.

The bank has created a differentiated business banking solution which is backed by mobility and analytical technology solutions for any size of businesses across segments. Currently, mobile penetration in India is at its best with the number of users expected to exceed 200 million by 2016. Mobile technology for banking transactions has been gaining popularity in India. With the rapid growth in users and expansion in coverage of mobile phone networks, this platform has been recognised as an increasingly important medium to reach the end-users.

Speaking on the campaign, Rajiv Anand, group executive, retail banking, Axis Bank, says, "Digital is no longer an option or an alternative. It is a way of life these days. At Axis Bank, we have invested extensively in expanding our digital suite of products and services for every consumer strata, which includes the businessman who rarely has the luxury of free time. With our range of mobile business banking solutions, the 'always-on' businessman can transact seamlessly and effortlessly."

Arun Iyer, chief creative officer, Lowe Lintas, says, "We had to introduce the offering in a manner which is compelling while staying true to the brand idea of 'Progress without Pause'. 'Banking on the go' while relevant, sounds like a benefit which I have seen and heard before. To create an impact we needed to set it up in a context which is fresh and relevant. So, just like the businessmen who are 'always-on', 'a business banking solution that is always-on' is how we pitched it."

Shantanu Sapre, executive director, Lowe Lintas, says, "If you see today, business dynamics have changed drastically. A businessman can ill-afford to switch off from his business whatever be the occasion or location. Hence, it becomes important for banks to keep up with the pace and demands of businessmen. That's why the idea of 'an always-on bank for the always-on businessmen' fit perfectly for us to communicate the same."

Axis Bank, a private sector bank in India, offers services to customer segments such as large and mid-corporates, SMEs, agriculture, and retail businesses. With its 2,805 domestic branches and 12,631 ATMs across the country, the network of Axis Bank is spread across 1,796 cities and towns. The bank also has overseas offices in the UK, Singapore, Hong Kong, Shanghai, Colombo, Dubai, and Abu Dhabi.

Lowe Lintas, part of Mullen Lowe Lintas Group, is a creative agency headquartered in Mumbai. In India, it is present aross cities such as New Delhi, Bengaluru, Chennai, Kolkata, Hyderabad, and Pune.

Some of the key clients handled by the agency include HUL (for which the agency handles 21 brands), Axis Bank, Tata Global Beverages, Idea Cellular, Tanishq, FreeCharge and Firstcry.com among others. It has its operating divisions in advertising (Lowe Lintas, Mullen Lintas), activation (LinEngage), design (dCell), digital (LinTeractive), brand consulting (LinConsult), video content (LinProductions), healthcare marketing (LinHealth) and PR (GolinOpinion) that manages more than 300 clients globaly.