Making Axis Bank relevant to a new and emerging India

Rajiv Singh

Campaign details

Brand owner: Axis Bank
Agency: Lowe Lintas, Digitas, Starcom Media Vest Group
Brand: Axis Bank
Country: India
Channels used: Cinema, Direct marketing, Email marketing, Games and competitions, Internet – display, Internet – general, Internet – microsites, widgets, Internet – search, Magazines – consumer, Newspapers, Online video, Outdoor, out-of-home, Print – general, unspecified, Public relations, Social media, Sponsorship – media, Television
Media budget: 3 – 5 million

Executive summary

Axis Bank was among the first of the new private banks to have begun operations in 1994. Formerly known as UTI Bank, it was rebranded in 2007 to Axis Bank Ltd. Over time it became India's third largest private sector bank with a wide network of more than 2,000 branches (May 2013) and over 12,000 ATMs (June 2013) providing banking convenience to its customers. The Bank has strengths in both retail and corporate banking and is committed to adopting the best industry practices internationally in order to achieve excellence.