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Tag: Asha Kharga

  • Pramuch will report to Asha Kharga, Chief Customer and Brand Officer

    Mahindra Group elevates Pramuch Goel as VP & Head – Group Communications

    By Our Staff

     

    Mahindra Group, has announced the elevation of Pramuch Goel as VP & Head – Group Communications with immediate effect. He takes over from Varsha Chainani who has moved on.

     

    Goel moves from his previous role of Strategic Communications Head for Auto and Farm Sectors. In his new role, he will report to Asha Kharga, Chief Customer and Brand Officer, Mahindra Group.

     

    Speaking about the announcement, Asha Kharga, Chief Customer and Brand Officer and Member of the Group Executive Board, Mahindra Group, said: “Pramuch is an accomplished brand and communications leader who has been part of the Mahindra Group for several years, working and contributing to various businesses. At Mahindra, it has always been our endeavour to nurture and promote talent and I am very pleased to see him grow and further his career with us. I wish him the best in his new role. I would also like to take this opportunity to thank Varsha Chainani for her contribution to the Mahindra Group and wish her the best for her future endeavours.”

     

  • As the Chief Customer and Brand Officer

    Asha Kharga joins M&M

    By Our Staff

    Mahindra & Mahindra has announced the appointment of Asha Kharga as Chief Customer and Brand Officer for the Group. She will steward the Corporate Brand and will oversee the Group’s e-commerce platform M2All, Mahindra’s innovation agenda and Mahindra Racing.

    Said Dr Anish Shah, MD and CEO, Mahindra Group: “Mahindra has a rich history of innovation, and care for its stakeholders. However, customer expectations are constantly evolving. Asha’s rich and diverse experience will help our businesses stay at the cutting edge of customer experience.”

     

     

  • It’s called ‘Dil Se Open Celebrations’

    Axis Bank rolls out festive campaign

    By A Correspondent

     

    Axis Bank, India’s third-largest private sector bank, has rolled digital films on the launch of ‘Dil Se Open Celebrations’, a festive campaign that offers exciting deals and discounts on more than 100,000 products.

     

    Conceptualised by digital agency AutumnGrey, the ad campaigns showcase stories of how people from different walks of life reciprocate to the unspoken needs of their loved ones.

     

    Speaking on the campaign, Asha Kharga, Group Marketing Head, Axis Bank said: “Dil Se Open Celebrations is a platform idea that enables us to reach out to our customers by offering them the best deals. We have collaborated with well-known brands across categories to offer them the products that they desire. Given the current consumer sentiment, we believe that spending this festive season will be more for legitimate reasons rather than pure indulgence. Hence, our campaign idea pivots around the noble act of gifting – encouraging people to gift sensitively, basis the needs of their loved ones, especially the ones that are often unsaid.”

     

    Added Bodh Deb – Vice President & Branch Head, AutumnGrey: “The last six months life has been a roller-coaster ride for all of us. The one thing that was a definite positive was that we got to spend time and connect with our loved ones all over again. In the process we discovered what they really need and wish for today and led to many of us doing something for our family be it for our better halves, kids or parents. It is this real life insight that got us all excited and also gave us the confidence that we have landed on something that is hopefully going to connect with all our consumers at a deeper personal level.’”

     

     

  • The campaign has been created by Lowe Lintas

    Axis Bank promotes its ‘Full Power Digital Account’

    By A Correspondent

     

    Axis Bank has launched a new full-feature savings account that can be opened digitally/ Axis Bank promotes this ‘Full Power Digital Account’ in a campaign conceived by Lowe Lintas Mumbai.

     

    Said Asha Kharga, EVP & Group CMO, Axis Bank: “The Full Power Digital Account is an innovation in its truest sense because it opens up the entire world of digital banking for the consumer. This innovation is a marker of our OPEN philosophy. Conventionally, digital accounts have always been pitched as savings accounts. However, in a post-Covid world, where consumers are embracing digital in a big way, as banks we need to offer solutions that solve for consumer needs. Hence instant debit cards for online shopping, paying of school fees, buying all kinds of insurance under one roof, getting business loans, short-term/long-term investment solutions need to be addressed for consumers under one roof. With the launch of the Full Power Digital Account, we open up more than 250 banking products and services to customers within the safety of their homes.”

     

    Talking about the campaign, Amar Singh, Regional Creative Officer, Lowe Lintas, added: “In these difficult times, it is heartening to hear that it isn’t all bad news. That it hasn’t just been the numbers that are rising, that also increasing at a steady rate, are examples of our resilience. This is why we feel the film, conceived by Joshua Thomas and Katya Mohan for the Full Power Digital Account is a timely one. Because it draws upon examples of our resilience to arrive at a whole new zero-compromises, safe way to bank. By using examples which are familiar, recognizable and relatable – our intention is to seem as appealing, practical and easy to adopt to the first-time user, as we would to the seasoned online payments and banking customer. Which is after all, what lies at the heart of being Dil se Open.”

  • The film recognises the bankers for their indomitable spirit

    Axis Bank unveils #FilmFromHome by Lowe Lintas

    By A Correspondent

     

    Axis Bank has unveiled #FilmFromHome that has been conceived by Lowe Lintas Mumbai and which recognises all bankers for doing everything they can to keep India open and keep the flow of transactions and money in the economy running.

     

    Earlier this year, the bank spelt out its new brand philosophy ‘Open’ that was conceived by Lowe Lintas in partnership with its stakeholders. The philosophy of the bank ‘Open’ was backed by a visible service transformation using technology seamlessly integrated with a human touch.

     

    Speaking about the need for this campaign, Asha Kharga, Group CMO, Axis Bank said: “This campaign reflects Axis Bank’s brand philosophy, keeping it open, both physically and virtually. Through a nationwide lockdown which required backend and on-ground services to be functional at consistent levels. Activities like payments, money transfers, running branches, providing paper rolls to merchants for card payments, loading cash in the ATMs, or make banking accessible in the remotest areas during a pandemic is possible only due to bankers’ selfless service and their unwavering resolve.”

     

    Talking about the campaign, Amar Singh, Regional Creative Officer, Lowe Lintas added: “The film, conceived by Joshua Thomas, Katya Mohan and Prathamesh Gharat is an expression of the pride that Axis Bank feels in being part of the banking fraternity. Which finds itself at the economic frontline, facing challenges it has never faced before and showing us every day, that it is equal to the task.”

     

     

  • Lowe Lintas Mumbai has conceived a heart-warming ad campaign

    Axis Bank’s latest ad campaign turns focus on senior citizens

    By A Correspondent

     

    Axis Bank has recently launched ‘Flashback’ – a film festival exclusively for its Senior Citizen customers with an ad campaign created by Lowe Lintas Mumbai.

     

    Speaking on the launch of the campaign, Asha Kharga, CMO, Axis Bank said: “Senior citizens are a very loyal set of customers and we take pride in our long and fruitful relationships with them. They enjoy walking into our branches not just for their banking needs but also to chat over a cup of tea with our staff. While we organize health check-ups and financial advice sessions, we felt we must create a special experience that makes them feel young all over again. ‘Flashback Film Festival’ has been designed as a unique engagement program to enable our senior customers to re-experience their youth. We tied up with Inox to revive some Bollywood classics and organized screenings of their favourite movies across eight cities. The experience was replete with vintage cars and old-world refreshments to make it come alive. In a very youth-focused world, small acts like these make a big difference and the feedback from our senior customers has been really heart-warming.”

     

    Commenting on the campaign, Arun Iyer, Chairman & Chief Creative Officer, Lowe Lintas said: “’Flashback Film festival’ is about screenings of old Hindi classics with an intent to engage with senior citizen customers of Axis Bank to strengthen the relationship with them beyond banking needs. The task for us was to communicate about this event. Working on the campaign, we came across this observation – If you see our parents today or any older people, leading a retired life – they have a very set pattern, their routine does not change much. With Flashback film festival where the senior citizens would be invited for yesteryear movie screening, it would not only take them back to their younger days but also out of their routine life. Hence our communication idea is an advice to the senior citizens in midst of the excitement of experiencing their younger days ‘Ghar pe bata ke jaana, please’.”

     

     

  • The campaignÂ’s communication is crafted in line with the BankÂ’s priorities and communication strategy of depicting “Progressive Mindsets”

    Axis Bank encourages cashless foreign travel

    By A Correspondent

     

    Axis Bank launched a digital campaign to create awareness about the convenience and safety of using Axis Bank Forex Cards over cash on foreign trips, enabling travelers to make the most of their experiences.

     

    Speaking on the launch of the campaign, Asha Kharga, Chief Marketing Officer, Axis Bank said: “We know that the predominant consumer behaviour is to carry cash, but doing so is inconvenient. One has to keep it safe, one has to look for money changers, the currency is unfamiliar and hence all these hassles come in the way of the holiday experience. Our Forex Cards addresses these functional barriers and we have showcased the same while being true to Axis Bank’s brand ethos of “Progressive Mindsets”. An elderly father who always toiled hard and was comfortable with cash and rarely took a holiday from work. It’s endearing to see a conventional man savoring his first international holiday while his young son manages the show back at home. The Axis Forex Card is a true enabler, helping the elderly father make the most of his holiday, far away from the worries of managing cash.”

     

    Added Arun Iyer, Chairman and Chief Creative Officer – Lowe Lintas said: “The idea was to show how holidays are more fun filled when you don’t have to worry about forex in cash. This was brought alive through a modern story of father-son, where the son gets his father to take a break from work and cash, two long ingrained habits he had. And to make it appeal to all kind of travelers, we decided to keep it real and warm.”

     

     

  • The aim of campaign is to raise awareness about how to keep oneself safe from falling prey to fraudulent calls

    Axis Bank & Mumbai Police launch new campaign #MuhPeTaala

    By A Correspondent

     

    During the recent International Fraud Awareness week, Axis Bank in association with Mumbai Police launched its campaign #MuhPeTaala, to promote safe banking. The aim of campaign is to raise awareness about how to keep oneself safe from falling prey to fraudulent calls asking information such as pin code, CVV, OTP etc. #MuhPeTaala is the mantra that needs to be followed to prevent cyber banking crimes.

     

    Said Asha Kharga, Cheif Marketing Officer, Axis Bank: “We are delighted to be associated with the Mumbai Police for this initiative on ‘Safe Banking’ and launch the #MuhPeTaala campaign during the International Fraud Awareness week. The insight behind the campaign was that we have a peculiar obsession with keeping things under lock and key. From the heavy locks on our doors to the keeping our luggage chained under train seats, we are very guarded about our possessions. However the irony is that we willingly divulge confidential information in a state of panic even to an unknown caller. Keeping oneself safe from financial frauds is simple, just remind yourself not to reveal any banking information to any. We hope our campaign will help in spreading this message amongst the consumers.”

     

    Added Akash Das, Executive Director – Lowe Lintas:“The banking industry’s efforts in educating customers about safe-banking and risk mitigation is worthy of appreciation. The brief before us was to further enhance customer awareness in partnership with Mumbai Police. The communication objective was to deepen public awareness by using key aspects related to personal banking – sharing details such as OTP, ATM PIN and CVV can expose customers to fraud and the endeavour was to educate them on it. To land our message emphatically, Joshua Thomas and Prathamesh Gharat, came upon the creative idea of “Muh pe Taala”, that was designed to be an easy-to-remember-action when strangers ask for information that can put your finances at risk.”

     

     

  • Through this campaign Lowe Lintas has portrayed an Indian mother as the change-maker, by putting her in the drivers seat

    Axis Bank portrays the Indian mother as a changemaker

    By A Correspondent

     

    Axis Bank has launched a new home loan campaign with a product differentiator – Home Loans with 12 EMIs off. The film, created by Lowe Lintas, has put the woman in the centre of the campaign as key influencer and the decision-maker.

     

    Speaking on the launch of the campaign, Asha Kharga, CMO, Axis Bank said:

    “The dominant language in the Home Loans category is around interest rates & percentages. Hence the new campaign aims to differentiate Axis with a simple proposition of 12 EMIs off. Consumer work revealed that home buying discussions usually start during important life events like marriage. With that context, the insight that we honed on was that typical Indian moms dont want to let go of their sons. If the ad encourages mothers to introspect and have authentic, honest conversations, it would have truly struck a chord and made Axis relevant and memorable.”

     

    The campaign is conceptualised by Lowe Lintas Mumbai and directed by Gauri Shinde with actress Revathi and actor Vikrant Massey in conversation with each other while shopping for his wedding.

     

    Added Arun Iyer, Chairman & Chief Creative Officer – Lowe Lintas:“The brief was to differentiate ourselves within the category  wherein the conversations are always about interests & percentages. The product had a clear differentiator and the communication required to reflect that. Therefore we decided that the communication should challenge conventional thinking just like the product proposition does. We chose to depict a warm and cheerful conversation between a mother and son, where the change maker is the mother which is not what is expected in our culture. We deliberately chose Revathi, adorned her as conventional as expected but she’s ingrained with progressive thinking. She advises her son who is about to get married to move into a home of his own. This helped us entrench the central idea which is Ghar ki kushi bani rahe, EMIs nahi.”

     

  • The bank has the second highest CAGR (48 per cent) in the industry over last four years and the highest growth amongst the top industry players

    Axis Bank invites customers to experience its card offerings

    By A Correspondent

     

    Axis Bank has launched a new campaign ‘Experience Axis’ featuring its brand ambassador Deepika Padukone. The bank showcases a range of offers on their credit and debit card bouquet, through the twenty-second video series.

     

    Speaking on the launch of the campaign, Asha Kharga, CMO, Axis Bank said, “Experience Axis” is a single unified idea that ties all the value offerings on cards across shopping, dining and travel. It elevates the brand imagery by focusing on experiences rather than just deals. It aims to differentiate us in a category where discounts and cashbacks are the reigning language and build usage and preference for Axis Bank Cards. The monochromatic treatment coupled with Deepika’s playful charm also makes the films a clutter-breaking visual delight.”

     

    The campaign, conceptualised by Lowe Lintas Mumbai, showcases Deepika Padukone, the brand ambassador of Axis Bank in candid moments. She is seen experiencing shopping and dining privileges that Axis Bank cards uniquely have to offer.

     

    Said Arun Iyer, Chairman & Chief Creative Officer – Lowe Lintas: “The brief was to differentiate ourselves within the category. Our starting point was based on an observation that young working Indians, are more open to spending on what they desire than what they need. While cards are the enablers of this behavior, when we delved deeper to understand their point-of-view we realized that they don’t see this as ‘spending money’ but more as ‘gathering experiences’ – something they value much more than ‘material possessions’ Hence our approach was to position the range of Axis Credit n Debit Cards as the window to the world of experiences called ‘Experience Axis’ We felt Deepika would be ideal to bring this alive given that she is also a young working professional and therefore the connect would be seamless.”