Axis Bank launches its festive campaign asking ‘Diwali Hain Kya’

The short-format ad film is conceived by Lowe Lintas Mumbai.

Mumbai: Axis Bank has rolled out a multi-film campaign to promote ‘Dil Se Open Celebrations,’ offering exciting deals and discounts on more than 1,00,000 products on purchase through its credit and debit cards. The short format films, conceived by Lowe Lintas Mumbai, are set in typical backdrops of Diwali, highlighting the range of offers extended by the private sector bank.

Diwali is a time of festivities and cheers when people indulge in shopping, feasting or having fun. In India, we often tease our friends and family by asking a rhetorical question ‘Diwali Hai Kya?’ (Is it Diwali?) whenever they indulge to their heart’s desires. The campaign uses this popular remark to talk about the bank’s Diwali offers and reinforce how Diwali is indeed a time to indulge and celebrate.

"It’s in the name - Dil Se Open Celebrations an idea of not just celebrating but celebrating wholeheartedly. That’s what Axis Bank’s range of festive offers has been curated to deliver on. And that’s what this campaign conceived by Joshua Thomas, Prathamesh Gharat and Tejas Dangre has been designed to convey. Employing the commonly used phrase ‘Diwali hai kya?’ in a manner that hopes to hold the viewers’ interest and give them a reason to smile,’’ shared Lowe Lintas regional creative officer Amar Singh, commenting on the campaign idea.

The campaign comprises three films, two of which focus on offers through the bank’s debit cards, credit cards and its grab deals platform, and the third one promotes the bank’s flagship home loan product.

"Our campaign on Dil Se Open Celebrations is firmly entrenched in the cultural relevance of festivals and captures the nuance of festivals as a license to indulge and celebrate to our heart’s content. And we have just the relevant offers across cards, Grab Deals and loans among many others to make these celebrations even grand," said Axis Bank chief marketing officer Anoop Manohar. "This campaign is not just about offers, it serves as a reminder to all of us to celebrate and be open to happiness, whether big or small, kyunki Diwali roz roz nahi aati.”

While the campaign will be predominantly aired on television, the brand will also run it on digital, OOH, and other offline mediums communicating offers to its customers. The campaign will also run during the ICC Men’s T20 World Cup series, said the statement.

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