Axis Bank - Badhti ka naam zindagi

Do you remember the story you might have studied/read during your college days? A stranger places an order for Rolls Royce in sluggish economy in a town and that order manifests in a series of spendings from people getting affected by that order. Unfortunately I don't remember the name or author of the story, but this latest TVC from Axis bank reminded me of that story.

The TVC beautifully portrays how a bonus of Rs. 1,00,000/- helps so many people affecting their lives positively!!

A young couple receives bonus or Rs. 1L and plans a vacation to Himachal Pradesh. That triggers shopping for winter clothes and thus increasing the sales of the shopkeeper. Shopkeeper, in all his upbeat mood, doubles his order with the manufacturer. The manufacturer, already contemplating for this order receives the confirmation and hires a young female, which happens to be her first job.

Eventually, she books a new home through Axis bank home loan, moves in and brings her mom in the new home. Happy mother getting acquainted with the new lifestyle, also learning to use the ATM to withdraw money, starts decorating the new home. When she pays for the carpet she bought, the sellers calls up his home in some village in Himachal Pradesh and gives her a good news that he is sending money for his son's fees.

Little kid leaves for the school happily and crosses the Axis bank ATM on the way. The young couple which had planned the vacation in Himachal pops out of the ATM and feels happy to see the kid happy, unaware that their spending has helped this kid indirectly!!

जिंदगी के highway पे कोई अकेला नहीं बढ़ता ।

Watch it here:

Everything is the same, except the name

What else, other than identical twins, can represent this concept? A very cute ad that captures the exact theme of brand name change from UTI Bank to AXIS Bank.

A cute little girl, all in pink, enters a class room and asks sweetly, "May I come in teacher?". Teacher takes a look at the girl and nods. The girl enters the room and finds a place in a corner bench for herself. Even before she is settled down, another similar voice comes "May I come in teacher?" And when the teacher turns to the door, to her surprise, she finds the same little girl again at the door. Not understanding what's happening, teacher looks back to the place where first girl was sitting, only to realize that they are twins. The second girl enters the room and sits next to her sister. And caption appears:

"Everything is the same, except the name. UTI bank is now AXIS bank."

A direct impact ad, guaranteeing a same level of service to the customers even though there's a brand change. This ad definitely succeeds in conveying this message to the customer and retains their confidence.

When I first saw this ad, I got curious. Why they are changing the name? And if they are changing the name for whatever reason, why can't they attribute it to the requirement of improvement in the service? All of these questions got answered in a recent article in business standard. A good read.

When I read the article, the ad made more sense to me and I can say that this ad is having the exact impact that creators wanted.

Here is the youtube link: http://www.youtube.com/watch?v=I7vOj5tX3mg

The ad creator: Ogilvy & Mather Advertising