In a bid to build on its acclaimed ‘Dil Se Open’ campaign, Axis Bank has now launched the next chapter of the campaign- ‘Har Raah Dil Se Open’ to pay its tribute to the dedication of over 100,000 bankers who work tirelessly to deliver exceptional customer experiences.
Emphasising a relationship oriented customer-first approach to banking in an era of transactional banking, the latest iteration of the campaign reaffirms Axis Bank’s values of warmth, empathy, kindness, and openness, central to its ‘Dil Se Open’ philosophy which was first introduced in 2019.
The campaign has been conceptualised by Lowe Lintas and will run across television, digital platforms, and social media.
Links to campaign:
From Gen Z’s digital-first preferences to the specific requirements of Bharat and urban communities, the 2024 edition of the campaign showcases how the Bank’s core values adapt to meet changing dynamics and is brought to life through five films, each focused on distinct customer segments: salaried, senior citizens, entrepreneurs, high-net-worth clients, and customers in Bharat.
These films showcase how Axis Bank employees are committed to supporting diverse financial needs and aspirations across the Bank’s extensive network of 5,577 branches and celebrates Axis Bank’s strengthened workforce, with the addition of colleagues from the Citi integration, enhancing its capacity to meet diverse customer needs.
Speaking on the campaign launch, Rajiv Anand, Deputy Managing Director, Axis Bank, said, “We have always been an institution rooted in our values. This, combined with our unwavering commitment to customer-centricity, forms the cornerstone of our unique value proposition. As we navigate an ever-changing and challenging business environment, we are confident that no matter how the landscape changes, an organization that puts the consumer first will always be relevant.”
To this, Anoop Manohar, Chief Marketing Officer, Axis Bank, added, “Our ‘Dil Se Open’ campaign, ‘har raah dil se open’, is a celebration of the values that shape our Bank and drive every employee’s commitment to our consumers. At Axis Bank, we believe that banking isn’t just about transactions; it’s about human connections. Many of our bankers work behind the scenes to make an impact on our customers’ lives. In a world where technology often takes center stage, we believe it’s our people who make all the difference.”
