Axis Bank: Pause the Bargain

Arun Raman, Lavanya M N

Axis Bank, a financial services brand, increased the number and value of transactions for small business owners by challenging Indian bargaining traditions.

Campaign details

Brand: Axis Bank Brand owner: Axis Bank Entrant company: Grey MumbaiIdea creation: Grey Mumbai Market: India Sector: Banks Media channels: Social media, Outdoor, Out-of-home Budget: Up to 500k

Executive summary

The profoundly ingrained Indian cultural habit of bargaining until the last Rupee had become the biggest obstacle stopping small businesses from getting back on their feet after the COVID-19 lockdown.

Axis Bank wanted to help them revive their businesses.

The dilemma: How do we encourage people to sacrifice their ‘joy of bargaining’ in...

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