AD Agencies
Axis Bank launches its digital bank proposition – ‘open by Axis Bank’
Mumbai: Axis Bank has joined forces with Publicis Worldwide India to unveil its largest-ever and fully integrated campaign, Sirf Aapke Liye, which not only supports the launch of its new mobile-banking app ‘open by Axis Bank’, but also aims to reposition the bank as a digital-first organization.
The integrated campaign has been conceptualised by Publicis Worldwide India and will consist of five TV commercials and ten digital films, featuring a variety of stories for individuals from all walks of life. It will be rolled out across channels, including TV, print, OOH, and digital.
This initiative seeks to revolutionize the digital banking landscape while upholding the bank’s core principles of ‘open’—a commitment to innovation, transparency, and customer-centricity.
Publicis Worldwide India managing director Oindrila Roy said, “This campaign marks an important juncture in the journey of Axis Bank. The brand is making a pivot to being a digital-first bank and the campaign is designed to communicate the same. When entrusted with this campaign, the strategy was to help Axis Bank make this transition while remaining true to its DNA and the legacy that it has created over the years. The campaign positions ‘open by Axis Bank’ app as a liberator that seeks to free customers from the everyday banking inefficiencies and transform banking into an effortless and enjoyable experience.”
The campaign transcends the realm of traditional banking and introduces a truly human experience in the digital-banking category.
Axis Bank CMO Anoop Manohar said, “This is a significant milestone in Axis Bank’s journey. As we continue to grow and adapt to the digital future, our core value of being ‘Dil Se Open’ will remain our guiding light, ensuring our offerings are both cutting-edge and rooted in the trust and familiarity our customers have come to expect.”
At the core of the campaign lies relatability. The films introduce the audiences to every day, relatable characters who find themselves in situations that are all too familiar – waiting in long queues, traveling great distances, and enduring tedious banking processes. However, as the stories unfold, it becomes evident that these individuals were not merely engaged in banking but pursuing their passions and joys. ‘open by Axis Bank’ emerges as an intuitive app that helps the consumer navigate the complex world of banking quite easily.
“The communication focusses on positioning ‘open by Axis Bank’ as an app designed to live up to the bank’s promise of keeping the consumer at the centre of the banking experience. The communication embodies that and hence the title is ‘Sirf Aapke liye’. The campaign represents a significant step forward in the world of digital banking, making Axis Bank not just a financial institution but a partner in the pursuit of happiness and fulfilment,” added Publicis Worldwide India executive creative directors Srijan Shukla and Pratheeb Ravi.
The commercials are scheduled to air during the highly anticipated Men’s Cricket World Cup, among other channels. In addition to TV, it will also have a strong digital presence, with video and social media platforms amplifying the message. Additionally, in-branch and out-of-home (OOH) promotions will guarantee that the campaign reaches a large audience.
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AD Agencies
ABBY Awards 2026 names 3 jury chairs across digital, PR and publisher
Aditiya, Dharmaraj and Puri to lead key categories at Goafest 2026
MUMBAI: The Ad Club has announced the appointment of PG Aditiya, Deepshikha Dharmaraj and Pavita Puri as jury chairs for the Digital, PR and Publisher categories respectively at the ABBY Awards 2026, powered by The One Club and The One Show.
The awards are set to take place during Goafest 2026 from May 20 to 22 at Taj Cidade de Goa Horizon, bringing together some of the biggest names in advertising and marketing.
PG Aditiya, founder and CCO at Talented, will chair the Digital jury. A former chief creative officer at Dentsu Webchutney, he now leads Talented, an employee-owned independent agency known for its unconventional structure and award-winning work for brands such as Meta, Google, Britannia and Tanishq. The agency has also been recognised as a global ‘Best Place to Work’ by Campaign magazine for two consecutive years.
In the PR category, Deepshikha Dharmaraj, CEO at Burson Group India, brings over three decades of experience in public relations and integrated communications. She oversees multiple entities including Burson Genesis, GCI Health India and Hill & Knowlton India. Known for her strategic counsel and leadership, Dharmaraj has also served as president of industry bodies such as PRCAI and PAFI, and has been a jury member at global platforms including Cannes PR Lions and D&AD Awards.
Pavita Puri, chief brand and marketing officer at The Indian Express Group, will chair the Publisher category. With over 15 years of leadership experience, she has been instrumental in driving the group’s transition into a digital-first media powerhouse, overseeing brands such as The Indian Express, Financial Express, Loksatta and Jansatta. Her earlier stints in advertising include roles at Rediffusion and Lowe India, where she handled marquee clients across sectors.
The appointments reflect a strong mix of creative, communications and media expertise, underscoring the awards’ focus on recognising excellence across evolving industry segments.
As the industry gears up for Goafest, the ABBY Awards 2026 promise to spotlight standout work, with seasoned leaders at the helm of jury deliberations shaping the benchmark for creative excellence.
