Ad Campaigns
Axis Bank sends its senior citizen customers to flashback in new campaign
MUMBAI: Axis Bank has recently launched 'Flashback' – a film festival exclusively for its Senior Citizen customers. Promoting this innovative initiative, Lowe Lintas Mumbai has conceived a gentle and heart-warming campaign.
Across categories, campaign ideas and films targeting senior citizens revolve around subjects like pain, senility, sadness, fear and uncertainty. Flashback, with its cheerful undertones, is far from any of that. This is an initiative that aims to not just strengthen but invigorate the bank's relationship with its senior customers. In a simple initiative to bring back the joy into the senior citizens' lives, the bank tied up with INOX to screen old Bollywood classics across 8 cities in India.
As a customer base, senior citizens are very important and substantial for Axis Bank. In the past, the bank has undertaken various initiatives for them like conducting complimentary health checkup camps or creating no-queue and special seating facilities for senior citizens at their branches.
Speaking on the launch of the campaign, Axis Bank CMO Asha Kharga says, “Senior Citizens are a very loyal set of customers and we take pride in our long and fruitful relationships with them. They enjoy walking into our branches not just for their banking needs but also to chat over a cup of tea with our staff. While we organise health check-ups and financial advice sessions, we felt we must create a special experience that makes them feel young all over again. ‘Flashback Film Festival’ has been designed as a unique engagement program to enable our senior customers to re-experience their youth. We tied up with Inox to revive some Bollywood classics and organised screenings of their favourite movies across 8 cities. The experience was replete with vintage cars and old-world refreshments to make it come alive. In a very youth-focused world, small acts like these make a big difference and the feedback from our senior customers has been really heart-warming.”
Lowe Lintas chairman and chief creative officer Arun Iyer adds, “Flashback film festival’ is about screenings of old Hindi classics with an intent to engage with senior citizen customers of Axis Bank to strengthen the relationship with them beyond banking needs. The task for us was to communicate about this event. Working on the campaign, we came across this observation – If you see our parents today or any older people, leading a retired life – they have a very set pattern, their routine does not change much. With Flashback film festival where the senior citizens would be invited for yesteryear movie screening, it would not only take them back to their younger days but also out of their routine life.”
The campaign film is promoted online and offline.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
