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Axis Bank, one of India’s largest private sector banks, has launched its festive campaign titled ‘Dil Se Open Celebrations’, designed to capture the true essence of Indian festivals. Conceptualised by Lowe Lintas, the initiative underscores the importance of performing good deeds not only during festivals but every day, promoting the idea that “achhai kabhi rukni nahi chahiye.”
The campaign is being rolled out in two phases. Phase one celebrated the vibrant traditions of Ganesh Utsav and Onam, showcasing the warmth and joy associated with these festivals. The films emphasised the significance of making small, thoughtful gestures throughout the year, encouraging audiences to celebrate the people around them in meaningful ways.
Phase two continues this festive spirit with the ongoing celebrations of Navratri and the upcoming Diwali. Although each film highlights distinct cultural traditions, the campaign serves as a reminder that the spirit of compassion, togetherness, and self-care imbibed during festivals should be reflected in everyday life, embodying the ethos of being Dil Se Open.
Anoop Manohar, Chief Marketing Officer, Axis Bank, commented, “Festivals inspire goodness in many forms—reunions with family, reviving community spirit, and going the extra mile for our loved ones. Our campaigns encourage people to embrace the essence of these traditions throughout the year, not limiting them to the festive season. India is rich in festivals, and we have highlighted the regional nuances in a series of heartwarming films to bring this narrative to life. The plethora of offers available on credit cards and other banking products serves as an enabler for keeping these traditions alive during and after the festival.”
Kapil Batra, President, Lowe Lintas, added, “This campaign builds on Axis Bank’s ‘Dil Se Open’ philosophy, encouraging kindness throughout the year. Kudos to the team for capturing relatable and unique moments that make each festival special.”
Prathamesh Gharat, Executive Director, Lowe Lintas, stated, “With 'Dil Se Open Celebrations,' our aim was to celebrate not only the festivals but the emotions and values they embody. Indian festivals beautifully highlight our bonds, but it’s the everyday moments of kindness and compassion that truly enrich our lives. Through this campaign, we want to inspire people to carry that spirit forward, demonstrating that being 'Dil Se Open' is a way of life, not just during festive times, but all year round.”
Axis Bank customers can enjoy up to 25% discounts on leading brands across various categories including shopping (Amazon, Flipkart, Max Fashion, Myntra), electronics (IFB, Motorola, Samsung), luxury lifestyle (COACH, HUGO BOSS), and dining (Blinkit, EazyDiner). Customers planning to reunite with loved ones or travel for the holidays can also benefit from savings through travel partners like Cleartrip and MakeMyTrip. Flexible payment options are available through attractive EMI plans.
