Monday 9 February 2015

Deepika Padukone Signs On as Axis Bank’s Brand Ambassador

Out of 18 private sector banks in India, Axis Bank ranks third (with ICICI and HDFC a few steps ahead). With a huge trade track of around 12,000 ATMs and 2,400 branches in the country, it witnessed a phenomenal growth in a span of 20 years. This is certainly inspiring. Popular media houses like Economic Times and The Brand Equity have awarded Axis with the ‘Most Trusted Brands’ and ‘Most trusted private sector bank’ respectively. Never one to shy away from experimenting, Axis bank has roped in Deepika Padukone (no introduction necessary!), to whip up a special cocktail, which would bring in that pep factor.

Why Deepika?

This question can be answered with only another question. Why not? A popular face, an envied career graph with only blockbusters to her credit and the exuding coolness – perfectly in sync with the bank’s energy and their brand slogan of ‘Badhti Ka Naam Zindagi’ or ‘Progress On...’. The actress who has amazed everyone with her jaw-dropping performances is indeed the perfect choice to endorse Axis bank home loans . She said that role of a bank in any individual’s progress cannot be ignored and it is a great honour to be associated with a bank as reputed as Axis.




Campaign Design

Axis bank’s home loan endorsement is designed by Lowe Lintas + Partners, which is one of country’s biggest, incomparable and most sought-after marketing company. The philosophy of progress, according to them, should be multidimensional and universal. They maintain that progress is futile if it is not holistic. And this is why all the related ads highlight Axis’ legacy as a consumer centric bank. Yes, definition of progress differs from person to person. In fact success and all that excess all come down to happiness one derives out of it. Axis ad campaigns capture this spirit beautifully.

Overall mood of the Ads are kept pleasant and relatable. Goes to show that a good ad needn’t ram the brand name down the viewer’s throat, yet it leaves a lasting impression.   

Gauri Shinde, the woman behind (ahead!)

As a reputed ad and movie maker of the time, Gauri Shinde is known to have explored the idea of progress from unconventional angles in all her previous works (English Vinglish, Tanishq Ad). A dab of emotion that comes with success is carefully etched in. And this is what makes her Axis bank ads too exemplary.

Axis bank home loans

They say ‘Home is where the heart is’. Thanks to the mounting property prices, owning a house (albeit small) is becoming a distant dream for many. Even if one manages to build a house, the life-sapping interest rates prevents him/her from sleeping peacefully in their ‘own’ house until all the mortgages are paid off, which can take years.



Axis Bank offers their customers reasonable yet flexible house loans with competitive interest rates and nominal processing fee. ‘Accommodating’ every budget, requirement and taste, one can easily find the most suitable home loan, be it at a fixed or floating rate.