MAM
Axis Bank launches new brand campaign
Mumbai: Axis Bank has announced the launch of a new brand campaign- ‘Badhti ka naam zindagi‘. The older positioning of the brand was ‘Apka Solution‘.
Created by Lowe Lintas, the campaign aims to highlight the bank as a preferred partner in progress.
The campaign features Axis Bank‘s new brand philosophy that success is never ending and is never celebrated the day after. It is history as soon as it‘s achieved. Every success is momentary, just a milestone in the journey called life.
Axis Bank CMO Manisha Lath Gupta said, “Badhti ka naam zindagi… or progress on… is an expression that encapsulates Axis Bank‘s belief on the meaning and purpose of life that everyone wishes and works towards. We believe that success today is no longer about having accomplished a goal. It‘s about setting newer goals and achieving each one of them. People today feel inspired about their own capabilities and that in turn triggers hope and outlook towards a better life.”
Lowe Lintas chairman R Balki added, “It is fascinating to see how much movies have impacted our lives. When we fall in love there is background music playing in our heads. When we are angry, happy, sad, successful we have begun to see ourselves as actors in our own private film. This is a reality. So to express the philosophy of ‘Badhti Ka Naam Zindagi‘ it was interesting to visualise the real journey of life as if it were a film and use a director‘s language to plot every step.”
The new campaign marks the evolution of Axis Bank brand from playing the role of a ‘problem solver‘ in the customers life, to that of an ‘encouraging and enthusing partner‘ by owning an attitude and belief that resonates with target audience in everyday life, the company said.
Additionally, Axis Bank has also launched two applications ‘Meri Zindagi ka Safar‘ and ‘Meri Zindagi ki Picture‘ on its Facebook page.
‘The Meri Zindagi ka Safar‘ is an application that lets users mark the places they have travelled to, thus enabling them to find out how much distance have they covered in these journeys of their life. Meanwhile, ‘Meri Zindagi ki Picture‘ is about ‘Life‘ itself. It defines an individual whose memories are captured and cherished throughout his/her life. This application lets users compile images in a showcase of their life‘s story.
MAM
McDonald’s India CBO Arvind RP exits after seven years
The chief business officer exits after a stint that took him from marketing to leading South India operations.
MUMBAI: Arvind RP is out. The chief business officer of McDonald’s India has stepped down from the fast-food giant after more than seven years, and is currently serving out his notice period.
It is a significant exit. Arvind joined McDonald’s India in 2019 as director of marketing and communications, a fairly conventional brief, but steadily accumulated responsibilities until he was running the profit and loss for the company’s entire South India operation, with store operations, new outlet development, marketing, human resources and training all falling under his remit.
In a LinkedIn post, he was characteristically warm about his time there. “Looking back, many of the moments that stand out in my career aren’t just about outcomes or milestones; they’re about the incredible people who were part of the journey,” he wrote, adding that he had been “lucky to be surrounded by fantastic team members.”
Before McDonald’s, Arvind spent six years at skincare chain Kaya, where he led marketing and analytics, overseeing brand-building, product innovation and digital and customer relationship management. His career spans a remarkable sweep of Indian industry: retail at Levi Strauss & Co, consumer goods at Britannia Industries, and automobiles at TVS Motor Company, where he also took an international posting in Jakarta.
With 25 years of experience across quick-service restaurants, beauty, fashion and FMCG, Arvind will not be short of takers. The only question is who moves first.
