‘open’ ki aadat pad jaayegi’ showcases the app’s features through relatable stories
Axis Bank today launched ‘open’ ki aadat pad jaayegi, a seven-film campaign showcasing how convenience, personalisation and control through its ‘open’ digital banking app can shape everyday expectations.
Introduced in 2023 as part of the Bank’s Axis 2.0 transformation, ‘open’ brings together banking and financial services in one platform. The new campaign shifts the focus from features to their impact on customers’ daily lives, highlighting capabilities such as multi-bank account aggregation, investment and loan management, spend insights, card controls, Mobile App Code, Safety Centre and FD Lock.
Each film uses a familiar setting to draw parallels with the app’s capabilities, culminating in the question, “Agar mera bank aisa kar sakta hai, toh aap kyun nahi?” and the sign-off, “Aadat toh padegi na?”
Sameer Shetty, Group Head – Digital Business, Transformation & Strategic Programs, Axis Bank, said, “As banking becomes increasingly embedded in customers’ daily lives, digital experiences are emerging as a key differentiator. At Axis Bank, we are focused on building intelligent, secure and customer-centric capabilities that give customers greater visibility, flexibility and control over their financial journeys. Through ‘open’, we are not just digitizing banking interactions but reimagining how customers engage with their bank. The campaign brings this vision to life by demonstrating how a superior digital experience can influence behaviour, elevate expectations and strengthen customer engagement.”
Anoop Manohar, Chief Marketing Officer, Axis Bank, said, “At the heart of ‘open’ ki aadat pad jaayegi is a simple observation. Once customers get used to a certain level of convenience, personalization and control, they naturally begin to expect it across every interaction. Through relatable stories and humour, the campaign brings this insight to life. It also showcases how the ‘open’ app helps customers navigate their financial lives with greater confidence, convenience and control through intuitive, secure and customer-centric banking.”
Aarti Srinivasan, CCO, Curativity, said, “When the Axis team showed us all the brilliant things the open app could do, our first thought was: with an app this damn good, how do we make the advertising match up? The idea- what if we took some of the world’s best experiences and had a little fun with how they don’t seem quite good enough once you’ve got used to open? A big shout-out to Altamash Jaleel, our Creative Director, for the many rewrites and laughs along the way. And, most importantly, to our partners at Axis Bank for guiding us through the process and helping us take something as feature heavy as a banking app and make it feel this human.”
Conceptualised with Curativity, the campaign will roll out across television, digital, social and integrated media platforms nationwide.
