Axis Bank has launched ‘open ki aadat pad jaayegi’, the latest chapter in the evolution of its digital banking proposition, ‘open’. The campaign moves beyond product features to explore how convenience, personalisation and control can influence customer habits and expectations.
Introduced in 2023 as part of the bank’s Axis 2.0 transformation journey, ‘open’ initially focused on showcasing its digital capabilities. The new campaign builds on this proposition by demonstrating how these experiences can become part of customers’ everyday behaviour, reinforcing the brand promise, ‘Dil Se Open, 24x7’.
The campaign features seven films, each placing the protagonist in an everyday situation where she expects the same level of convenience and control that she experiences through the ‘open’ app. The films culminate in the question, ‘Agar mera bank aisa kar sakta hai, toh aap kyun nahi?’, followed by the sign-off, ‘Aadat toh padegi na?’
The films highlight capabilities including multi-bank account aggregation, investment and loan management, spend insights, card controls, Mobile App Code, Safety Centre and FD Lock.
One film draws a parallel between the app’s One View feature and an airport check-in experience, while another showcases the ability to manage investments, loans, deposits and payments through a single platform. Other films focus on spending insights, card controls and security features such as Mobile App Code and Safety Centre.
The campaign also highlights FD Lock, which restricts fixed deposit withdrawals to the branch, positioning the feature as an additional safeguard against fraud involving pressured or unauthorised access.
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."
Conceptualised and executed in partnership with Curativity, the campaign will roll out nationally across television, digital, social and integrated media platforms. Commenting on the campaign, 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."
Through relatable, everyday scenarios, Axis Bank aims to demonstrate how digital banking experiences can extend beyond transactions to influence consumers’ expectations of convenience, control and security.
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