Axis Bank: The YOUTH Account - Getting the youth to engage in a category they are not interested in

This case study describes how Axis Bank, a private sector bank in India, launched a savings product targeted at people aged 15-24 using social media.

Axis Bank: The YOUTH Account – Getting the youth to engage in a category they are not interested in

Sagnik Ghosh, Rohin Pagdiwala, Chirag Kohli and Ipsita Tripathy

Campaign details

Brand owner: Axis BankAgency: Starcom MediaVest Group, Lowe Lintas and Partners, and DigitasBrand: YOUTH AccountCountry: India

Executive summary

This is the story of how the Axis Bank, India's third-largest private sector bank, launched the YOUTHSavings Account specifically to tap into the youth consumer group. This product was aimed at college and university students, with features like...

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