Axis Bank 'Zindagi Rahe Open' Campaign by Lowe Lintas

Being one of the country’s largest private sector banks, Axis Bank has undertaken extraordinary measures to be fully operational despite the nationwide lockdown. It is proud to be part of an essential industry that continues to provide support to the people of India in the face of a global health crisis. To this end, a #FilmFromHome conceived by Lowe Lintas Mumbai recognises all bankers for doing everything they can to keep India open and keep the flow of transactions and money in the economy running.

 Earlier this year, the bank spelt out its new brand philosophy ‘Open’ that was conceived by Lowe Lintas in partnership with its stakeholders. The philosophy of the bank ‘Open’ was backed by a visible service transformation using technology seamlessly integrated with a human touch.

 Speaking about the need for this campaign, Asha Kharga, Group CMO, Axis Bank said "This campaign reflects Axis Bank’s brand philosophy, keeping it open, both physically and virtually. Through a nationwide lockdown which required backend and on-ground services to be functional at consistent levels. Activities like payments, money transfers, running branches, providing paper rolls to merchants for card payments, loading cash in the ATMs, or make banking accessible in the remotest areas during a pandemic is possible only due to bankers’ selfless service and their unwavering resolve.”

 This film is a sheer show of solidarity with various teams coming together including the agency, the production house, director, marketing team and the employees of Axis Bank. The film was mostly shot using mobile phone cameras of Axis Bank employees across the globe. Footages poured in from Bhubaneshwar, Jehangirpur, Mumbai, Canada, etc. were weaved into the film. As the treatment of the film was based on realism and authenticity – the first half of the film that didn’t include the employees was also shot on phone to make the treatment look uniform.

 Talking about the campaign, Amar Singh, Regional Creative Officer, Lowe Lintas said, "The film, conceived by Joshua Thomas, Katya Mohan and Prathamesh Gharat is an expression of the pride that Axis Bank feels in being part of the banking fraternity. Which finds itself at the economic frontline, facing challenges it has never faced before and showing us every day, that it is equal to the task.”

The #FilmFromHome is live across their social media platforms.


Client: Asha Kharga, Abraham Chacko, Hardik Joshi, Sayan Halder, Arpita Das

Agency: Lowe Lintas Mumbai

Creative: Amar Singh, Joshua Thomas, Prathamesh Gharat, Katya Mohan, Tejas Dangre

Account Management: Shantanu Sapre, Jay Ladhani, Reema Bahadkar, Nitasha Chandnani

Production: Mango Monkeys (Director: Vaibhav Mehta)


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