Axis Bank and Grey India launch #DeshKaLocker Republic Day campaign
Axis Bank has launched #DeshKaLocker, a Republic Day campaign that reframes how Indians think about respect for the national flag. The campaign, created by Grey India, encourages people not only to raise the tricolour with pride, but also to consider what happens after the celebrations are over.
Every year on 26 January, millions of flags are hoisted across homes, schools and workplaces. Yet once the day ends, many of those flags are left unattended, mishandled or quietly discarded. Desh Ka Locker draws attention to this overlooked moment and asks the country to complete the journey of respect, from hoisting the flag to keeping it with care and dignity.
As a bank built on the promise of safety and trust, Axis Bank extends that role beyond financial security this Republic Day, inviting Indians to safeguard something deeply personal and patriotic.
Harsh Kapadia, Chief Creative Officer, Grey India, added: “India knows exactly what to do on the morning of 26 January. What we don’t talk about is the evening. Desh Ka Locker comes from that gap. It turns a moment of emotion into a simple behaviour: raise the flag with pride, then keep it with pride.”
The campaign launches with a brand film inspired by the journey of world champion boxer Nikhat Zareen. The film traces her path from years of disciplined training to the defining moment on the podium, standing under the tricolour as the national anthem plays. In those few seconds, the weight of sacrifice, perseverance and purpose comes through.
As the film reaches what feels like a natural end, it reveals a quiet second act. Nikhat carefully folds the flag and places it in a locker, underscoring a simple truth: the responsibility towards the flag does not end when the flag is hoisted but also when it is not.
Through this gesture, the film brings alive the central thought of the campaign: Whatever your reason to raise the flag, a victory, a milestone or a new beginning, keep that pride safe.
With #DeshKaLocker activated across 4,600 Axis Bank branches nationwide, Axis Bank’s safe deposit lockers as more than just a place for valuables. This Republic Day, they become a respectful home for the national flag, and a reminder that protecting what matters most also includes the symbols we hold sacred.
