MAM
Grey’s Nirvik Singh elevated to President, South East Asia
MUMBAI: In an endeavour to exercise new regional responsibilities Nirvik Singh, currently Chairman – South Asia has assumed the newly created position of President, South East Asia, Grey Global Group.Singh will continue to be based out of Mumbai. In addition to his existing portfolio of India, Bangladesh, Sri Lanka and Pakistan, Singh will now also take charge of Grey operations in Thailand, Indonesia, Malaysia and Indochina.
“Since taking the helm at Grey South Asia in l997, Nirvik has transformed an organizationally and financially weak operation to a vibrant agency group that has helped the region achieve a stunning financial performance for the past three years. A smart negotiator who has driven growth via astute geographic and business line acquisitions, outstanding new business achievements and talent development, Nirvik’s skills as a businessman and total marketing solutions partner will enable him to make immediate contributions to Grey’s client porfolio and operations across South East Asia,” remarked Grey Global Group chairman and CEO Asia Pacific Mike Amour.
Singh’s elevation comes in the wake of strengthening and accelerating Grey growth opportunities in the region, citing the need for “a better, smarter service offering for clients, increased scale in key geographies and a more dynamic new business growth.”
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.
