MAM
Axis Bank re-interprets progress with new TVC
MUMBAI: After launching its new brand philosophy “Badhti ka naam Zindagi…”, Axis Bank‘s creative agency Lowe Lintas and Partners has re-interpreted it in the brand‘s latest media campaign.
In the previous campaign, the philosophy emanated from the strategic insight that optimistic Indians of today are constantly seeking avenues to better their stations in life. This was creatively expressed in a cinematic idiom of Zindagi ke picture me interval nahin hota. The TVC which caught the fancy of the viewers showed a man‘s journey through different stages of life in the form of a film and highlighted the important role played Axis Bank in the man‘s life.
This year‘s campaign re-interprets this philosophy of “Progress” by giving it a new meaning. This time around, it shifts the focus from “personal progress” to “how progress of one, impacts many.”
Lowe Lintas national creative director Arun Iyer said, “The task this year was to continue building this sentiment on a larger canvass. What better than changing the frame of reference from what it means for an individual, to what it means in the context of the entire community we live in? The fact is that when you progress, others benefit too. And hence no one really progresses alone. When you move up, others do too. We hope the execution will make our audience have this joyful realization about how we are connected with each other.”
He added, “The beauty in this is that, no one consciously seeks to improve other‘s lives around him. It is an action that follows unknowingly and the ripple effect it creates is beautiful, it‘s called progress that links us all.” he adds.
The use of social media networks to popularise this philosophy in an innovative way is also a part of the campaign.
Axis Bank executive director – retail banking R K Bammi said, “The new film takes our brand positioning of Badhti ka naam zindagi… or Progress On… ahead. We understand that progress always has a ripple effect. This insight is captured in our new TVC that clearly demonstrates the circle of progress and how you touch lives of others even when you do not know them.”
Brands
Hocco crosses Rs 530cr revenue in two years
Sauce.vc-led Rs 100cr raise values ice cream brand at Rs 2,500cr pre-money as quick commerce hits 20 per cent of sales.
MUMBAI: Hocco has just scooped a seriously sweet milestone crossing the Rs 530 crore revenue mark in just two full years of operations. The fast-growing Indian ice cream and indulgence brand announced it has raised Rs 100 crore in fresh capital led by Sauce.vc. The round values the company at Rs 2,500 crore pre-money and underscores investor confidence in its rapid scale and distinctive India-first approach.
Founder Ankit Chona said the brand’s success stems from solving real Indian challenges extreme summer heat, fragmented cold chains and culturally rooted tastes. “In India, product development doesn’t end in the lab. It only ends when it survives the street,” he noted. This philosophy has produced viral hits such as Aamchi mango ice cream, BIX cake-sponge sandwiches, the Oh cone and culturally relevant collaborations like Haldiram’s Barfi and festive Modak specials.
Hocco currently operates manufacturing facilities in Ahmedabad and Panipat with a production capacity of approximately 3 lakh litres per day, running near full capacity in peak season. The fresh capital will help expand this to around 4.5 lakh litres per day.
Quick commerce has emerged as a major growth engine, now contributing ~20 per cent of overall business and growing nearly 2x year-on-year. The channel has boosted product discovery, increased consumption frequency and helped extend ice cream beyond its traditional seasonal limits.
Sauce.vc founder Manu Chandra said, “At Sauce, we believe that when you chance upon an outlier business, you double down with stronger conviction. We see Hocco as just that.”
With a strong innovation pipeline, deeper distribution and continued focus on cultural relevance, Hocco is entering its third year aiming to capture even more mind space and market share. In a category long dominated by legacy players, this young brand is proving that the coolest way to win is to build for India’s realities, one scoop, one street and one satisfied craving at a time.
