Axis Bank has launched a new brand campaign – ‘Badhti ka naam zindagi’. The bank has not done anything new on the advertising or branding front for some time now.
Axis Bank’s previous tagline was Aapka Solution. The new one shows the shift of the branding from being functional to aspirational. According to the press release:
The repositioning of Axis Bank from ‘Aapka Solution’ to ‘BADHTI KA NAAM ZINDAGI’ is an important milestone in the journey of the Axis Bank brand. The new campaign marks the evolution of the Axis Bank brand from playing the role of a ‘problem solver’ in the customer’s life, to that of an ‘encouraging and enthusing partner’ by owning an attitude and belief that resonates with the target audience in everyday life.
The press release also said that Axis Bank has also launched two interesting applications, Meri Zindagi ka Safar and Meri Zindagi ki Picture on its Facebook page. The Meri Zindagi ka Safar is an application that lets users mark the places they have travelled to, thus enabling them to find out how much distance have they covered in these journeys of their life.
Meri Zindagi ki Picture is about ‘life’ itself. Our lives are full of milestones, which define an individual, whose memories we capture and cherish throughout our lives. This application lets users compile these images in a showcase of their life’s story.
Axis Bank’s previous tagline was Aapka Solution. The new one shows the shift of the branding from being functional to aspirational. According to the press release:
The repositioning of Axis Bank from ‘Aapka Solution’ to ‘BADHTI KA NAAM ZINDAGI’ is an important milestone in the journey of the Axis Bank brand. The new campaign marks the evolution of the Axis Bank brand from playing the role of a ‘problem solver’ in the customer’s life, to that of an ‘encouraging and enthusing partner’ by owning an attitude and belief that resonates with the target audience in everyday life.
The press release also said that Axis Bank has also launched two interesting applications, Meri Zindagi ka Safar and Meri Zindagi ki Picture on its Facebook page. The Meri Zindagi ka Safar is an application that lets users mark the places they have travelled to, thus enabling them to find out how much distance have they covered in these journeys of their life.
Meri Zindagi ki Picture is about ‘life’ itself. Our lives are full of milestones, which define an individual, whose memories we capture and cherish throughout our lives. This application lets users compile these images in a showcase of their life’s story.
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