Axis Bank Asks 'Is it Diwali?' in Festive Campaign from Lowe Lintas

Axis Bank, India’s third largest private sector bank, has rolled out a multi-film campaign to promote ‘Dil Se Open Celebrations’, offering exciting deals and discounts on more than 1,00,000 products on purchase through their Credit and Debit cards. The customers can also enjoy exciting offers on loan products. The short format films, conceived by Lowe Lintas Mumbai, are set in typical backdrops of Diwali, highlighting the range of offers extended by Axis Bank.

Diwali is a time of festivities and cheers when people indulge in shopping, feasting or having fun. In India, friends and family often tease each other by asking a rhetorical question ‘Diwali hai kya?’ (Is it Diwali?) whenever they indulge to their heart’s desires. Axis Bank uses this popular remark to talk about their Diwali offers and reinforce how Diwali is indeed a time to be Open to indulge and celebrate.

Talking about the campaign, Anoop Manohar, Chief Marketing Officer, Axis Bank said: "Our campaign on Dil Se Open Celebrations is firmly entrenched in the cultural relevance of festivals and captures the nuance of festivals as a license to indulge and celebrate to our heart’s content. And we have just the relevant offers across cards, Grab Deals and loans among many others to make these celebrations even grand. However, this campaign is not just about offers, it serves as a reminder to all of us to celebrate and be open to happiness, whether big or small, kyunki Diwali roz roz nahi aati.”

The campaign comprises of 3 films, two of which focus on offers through Axis Bank’s Debit cards, Credit cards and its Grab Deals platform, and the third one promotes the bank’s flagship home loan product that offers customers 12 EMIs off.

Commenting on the campaign idea, Amar Singh, regional creative officer, Lowe Lintas said: "It’s in the name - Dil Se Open Celebrations an idea of not just celebrating but celebrating wholeheartedly. That’s what Axis Bank’s range of festive offers have been curated to deliver on. And that’s what this campaign conceived by Joshua Thomas, Prathamesh Gharat and Tejas Dangre has been designed to convey. Employing the commonly used phrase ‘Diwali hai kya?’ in a manner that hopes to hold the viewers’ interest and give them a reason to smile.’’

While the campaign will be predominantly aired on television, the brand will also run it on digital, OOH, and other offline mediums communicating countless offers to its customers. The campaign will also run during the ICC Men’s T20 World Cup series.