Axis Bank and Lowe Lintas India unveil microsite myideaofprogress.com asking consumers to let the bank know what progress means to them

Axis Bank and Lowe Lintas Mumbai have unveiled myideaofprogress.com, one of the largest consumer engagement initiatives undertaken in the banking industry. The initiative will see the entire network of Axis Bank actively promoting the philosophy along with a 360 media campaign on TV, digital, outdoor and radio to reach out to as many people as possible.

The website, built by Indigo, is a unique attempt by an Indian bank to involve people beyond transactions and get them to experience the bank through its beliefs and to reach out to them so that they get to like the bank for what it does.

Axis Bank’s articulation of progress, Badhti Ka Naam Zindagi, captures the continuous, all-inclusive nature of progress. And the current campaign, on-air since June, is about how progress has different connotations for different people. In this case Deepika Padukone.

To put it simply, all of us have our own idea of Progress. For some progress would be material like owning a house or that latest car. For some it could be an experience like travelling around the world. And yet, for others it could be fulfilling an emotion like making their parents proud.

Taking it forward from there, in the latest leg of the campaign, Axis Bank is taking its philosophy to the next level by embarking on a journey to connect directly with existing and potential customers of the bank.

The challenge for Lowe Lintas was to keep the idea simple, yet such that the multiple facets of progress come across in a manner not done before while engaging people so that they participate and interact with the brand not only at a transactional level but also a deeper emotional level.

The simplest way to connect in fact is to actually ask people what Progress means to them. And that’s just what one needs to do – tell Axis Bank what Progress means to them.

For this a dedicated microsite – myideaofprogress.com was created. One can also go to select Axis Bank branches and submit their idea of progress. Of all the entries few will be shortlisted and will be put up for voting culminating into a possible execution by Axis Bank basis the votes and the decision of a jury.

Credits – Client Team: Rajiv Anand, Sagnk, Ghosh, Tajiv Singh, Lopa Bhattacharya, Ipsita Tripathy. Creative Team: R Balki, Arun Iyer, Akash Das, Amar Singh, Joshua Thomas, Prathamesh Gharat, Tejas Dangre, Katya Mohan, Manoj Kolaska, Nitin Hegiste. Account Management: Raj Gupta, Shantanu Sapre, Bhuvnesh Joshi, Himanshu Kosambia, Shrey Bhatia, Karishma Yaday, Nitin Hegiste. Planning: S. Subramanyeswar, Gursimran Singh.