Axis Bank: Cheque ko checkmate

Axis Bank wanted to make digital banking a part of daily life for its customers in India while attracting potential new customers, so it enlisted the help of India’s most trusted and iconic star, Amitabh Bachchan, to demonstrate its digital banking app during a key moment in the nation’s biggest game show, KBC.

The communication goal

We wanted to make digital banking a part of daily life for Axis bank customers and potential customers.

Axis bank had a low share of 11% over its competition

And despite digital options, consumers still preferred to stick with their own bank and transacted physically

The situation analysis

With the trend of increased number of smartphone owners, it comes as no surprise that consumers across India are increasingly using their devices as a way to research, shop, bank and pay. And combined by the benefits of convenience, accessibility, security and continued increase in functionality. However this did...

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