MAM
Axis Bank launches ‘Dil Se Open – ASLI KYC’ campaign
Bank shifts from compliance to genuine customer connection through five heartfelt films.
MUMBAI: Axis Bank has just taken KYC from paperwork to people-work because when bankers truly know their customers, even the forms start smiling. Axis Bank is setting a new benchmark in brand storytelling with its latest campaign, ‘Dil Se Open – ASLI KYC’. More than a marketing push, the initiative signals a cultural shift within the bank, empowering employees to move from reactive service to proactive engagement.
The campaign builds on the long-running ‘Dil Se Open’ philosophy, rooted in warmth, empathy, kindness, positivity and openness. Since 2018, these values have shaped Axis Bank’s approach to forging deeper customer relationships.
The new chapter infuses this foundation with greater proactiveness. Through five evocative films, KYC is elevated from a regulatory checklist into a storytelling platform that reveals the human side of banking. Each story shows bankers proactively uncovering unspoken dreams and aspirations, then matching them with suitable solutions.
The films cover diverse scenarios: a banker stepping into the world of a wildlife photographer to recommend appropriate insurance; learning Sanskrit to connect with an elderly customer under the Silver Linings programme; researching a restaurant’s surroundings to enable expansion via a collateral-free loan; studying Gen Z preferences to support a fashion designer’s international plans through Trade & Forex Services; and analysing a dentist’s needs to facilitate a new practice via a Medical Equipment Loan.
Axis Bank MD & CEO Amitabh Chaudhry said, “ASLI KYC reflects our unwavering commitment to customer centricity and our vision for the future of banking.”
Axis Bank chief marketing officer Anoop Manohar added, “When bankers proactively take the effort to truly know their customers, the solutions naturally become more relevant and impactful.”
TBWA\Lintas, president for creative Kapil Batra noted, “Asli KYC is about moving from knowing customers on paper to truly understanding them, their lives, their needs and their intent.”
With this campaign, Axis Bank demonstrates how routine interactions can spark memorable stories where empathy, insight and authenticity drive both business growth and brand impact.
In the world of banking, where numbers usually rule, Axis Bank is proving that the most valuable deposits are the ones you make in people’s lives, one genuine conversation at a time.
MAM
Goafest 2026 registrations now open at early bird rates
South Asia’s top advertising festival returns to Goa in May with fresh ideas and big conversations.
MUMBAI: Goafest is back and this time it’s not just calling for entries, it’s calling for everyone who wants to stay ahead of the creative curve. Delegate registrations for the 19th edition of Goafest, South Asia’s premier festival celebrating creativity and advertising excellence, are now open. Early Bird rates are available until 30 April 2026. The festival will take place from 20 to 22 May 2026 at Taj Cidade de Goa Horizon. It promises a dynamic line-up of keynote speakers, panel discussions, workshops and networking opportunities designed to spark fresh perspectives and meaningful industry connections.
Advertising Agencies Association of India (AAAI) president Srinivasan K. Swamy said, “Goafest continues to be a defining platform for the advertising and marketing community, bringing together diverse voices from across the ecosystem.”
Goafest 2026 co-chairman of the organising committee Mohit Joshi added, “Each year, Goafest creates an environment that encourages collaboration and connection across the industry.”
Goafest is co-hosted by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC). The event has established itself as one of the most anticipated gatherings in the advertising and marketing calendar, offering professionals a space to exchange ideas, learn from leaders and celebrate outstanding work.
In the fast-moving world of creativity, where trends change faster than campaign deadlines, Goafest remains the annual pit-stop where the industry catches its breath, swaps stories and leaves inspired ready to create the next big idea.
