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...