September 5, 2022
- Fortifies ‘customer centricity’ as its brand philosophy
- Conceived by Lowe Lintas, campaign focusing on products such as agri-loans, small business banking and the Bank’s extensive network of 4,750+ branches and 16,900+ ATMs across the country
Axis Bank, India’s third largest private sector bank launched ‘Dil Se Open – Aapke Liye’, an unfeigned and refreshed brand campaign which reaffirms and showcases the bank’s human value proposition
to its customers. Created by Lowe, the campaign showcases five unique films inspired by real-life stories of the bank’s employees who have truly lived up to their Dil Se Open promise. These stories are a genuine testament to the work
ethos of Axis Bank’s employees, driven by the idea of doing something more meaningful every single day.
The banking industry has witnessed extensive technological advancements with the rise of chat-bots, robotic process automation, digital applications etc. However due to various complexities; human touch and emotional connect– ‘the
extra step’ continues to remain a timeless asset of this industry. Axis Bank enjoys the strength and confidence of its employees who are not only open, warm, empathetic but would also go above and beyond the call of duty for their customers.
This unique culture has stood the test of time since the bank’s inception and has helped its employees to build deep rooted relationships with its customers. The latest campaign reverberates this philosophy and reinforces the bank’s
commitment to its customers.
The campaign has a multi-channel approach focusing on reach, visibility, and impact, wherein TV will be the lead medium and Digital will serve as the support medium. While the bank continues to strengthen its Dil Se Open identity in the urban
markets, it has also actively taken its proposition into the heart of Bharat. Three out of five films are targeted towards the rural and semi-urban audience by focusing on products such as agri-loans (Krishi loans), small business banking
and its extensive network of 4,750+ branches and 16,900+ ATMs across the country.
Rajiv Anand, Deputy Managing Director, Axis Bank, said “Our economy is a consumer led economy; things are happening faster than they ever have before. Therefore, one of the most critical qualities that an organisation needs
to have is to be on top of the ever-evolving customer expectations, through the ability to listen to its customers deeply, pro-actively, consistently, and then more importantly to enable and empower them.
Axis Bank believes in creating and sustaining a culture of ‘Customer Obsession’ by keeping the customer at the very core of every conversation and decision. It is part of all customer interactions, product designs and process innovation
journeys. Every customer voice is valuable, and Axis Bank has created mechanisms across channels to actively listen to them.”
Commenting on the campaign, Anoop Manohar, Chief Marketing Officer, Axis Bank said “In 2018, while speaking to our customers and our employees, we discovered that what really differentiates Axis Bank is its ‘customer
centricity’! This unique value proposition inspired our national campaign in 2020 - Dil Se Open. Following up on the earlier campaign, we have come up with a refreshing thought where we answer the question ‘What value does being
Dil Se Open bring to you (our customers)?’ - the campaign is part of a humble journey where we only aspire to strengthen and deepen our emotional connection with our customers, and build on the trust enjoyed by Axis Bank, in a
distinctive manner.”
Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas said “Over the last two years, we have seen the Dil se Open campaign being truly owned by Axis employees. We have heard so many employee stories inspired by our
last campaign which in turn have inspired stories for this year's campaign. Long may this virtuous circle continue.”
Amar Singh, Regional Creative Officer, Lowe Lintas said “Dil se open was always more than just a philosophy that Axis Bank promotes. Its inspiration comes from the way the employees conduct themselves. From wholeheartedly
looking into your tiniest requirement, to putting their hearts into helping you with what seems insurmountable. This approach to work is what makes them feel like they are on your side, part of your team, even part of your family. Doing everything
they can for your cause, as if it were their own. And this, is what the campaign derives its inspiration from.”
