Speaking to IndianMediaBook on the launch of the campaign, Rajiv Anand, Group Executive – Retail Banking, Axis Bank said: “Digital is no longer an option or an alternative. It is a way of life these days. At Axis, we have invested extensively in expanding our digital suite of products and services for every consumer strata. And who better to appreciate the efficiencies of Digital than a 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 thus helping him progress.”
The film revolves around the idea of holistic business banking solutions for businessmen who are ‘always-on’. The TVC shows businessmen as 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 seamless payment solutions; thereby enhancing the overall operational efficiencies of the company.
It opens with a man seated at the dinner table with his wife and son. Much to his wife’s chagrin, he picks up a call, and tells a customer that his company is open 365 days a year – except on Lodhi (festival) day. Another man getting a hair cut at a salon speaks on the phone, and transfers $ 50,000 instantly to the caller via the mobile. A third such instance features a businessman using the ‘Bulk Salary Pay’ feature at an eatery.
At a parent-teacher meet, a distracted businessman on the phone attracts an angry glare from the teacher. A voice over explains that a businessman who is always on, needs a bank that’s always on too, before introducing ‘Complete Business Banking Solutions’ from Axis Bank.
“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, which is why, when we were working on the campaign we observed and recollected that even if a businessman is away from the business, his mind is not. So just like the businessmen who are always-on, ‘a business banking solution that is always-on’ is how we pitched it.”, said, Arun Iyer, Chief Creative Officer, Lowe Lintas
