Why is this work relevant for Brand Experience & Activation ?

'Axis Flashback' is an initiative by Axis Bank that aims to not just strengthen but invigorate the bank's relationship with its senior customers, to bring back the joy into the senior citizens' lives. We helped Axis Bank achieve their objective as our mission is to create admirable experiences. It beautifully and succinctly captured the two crucial aims of the campaign. 1. Make the customers understand that Axis Bank is not just about banking, but also focuses on elevating experience of their customers to create cherished memories. 2. Axis Bank cares about their customers and wants to make them feel special.

Background

A common observation in India or even other countries - most of us see our parents today or any older people, leading a simple retired life - they have a very set pattern, their routine does not change much. Axis bank completed its 25 years in 2018. They wanted to extend a token of gratitude and heartily appreciation towards their senior citizen customers who have seen the bank grow to become one of the top 3 private banks in India. With Flashback, 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. They wanted their senior citizen customers to relive their good old days through special curated movie screenings of iconic movies which were released during the golden era of Bollywood.

Describe the creative idea (20% of vote)

Reliving your golden years through cinema can be quiet surreal. The idea was to showcase the classical era of film industry, which was brought to life with the help of designs and customer communications. Movie screenings were meant to be a ‘walk down the memory lane’ where everything was designed to remind the patrons of the bygone cinematic experience. In a very youth-focused world, small acts like these make a big difference. The idea was to re-create the movie watching experience of yesteryears for them. Suggested idea was – ‘Flashback: Yaadon ka Fullhouse’. Yaadon ka Fullhouse means Fullhouse of Memories.

Describe the strategy (20% of vote)

Knowing exactly what the client wants, we made this happen. We had to make every senior citizen customer and their family who attended the screening feel special and create a wow effect. Flashback is a pan India multi-city customer engagement initiative, specially curated for senior citizen customers. They were invited for screening of super hit and classic Indian Bollywood movies – Aradhana, Padosan, Bobby and Amar Prem. Theme design of the campaign was made by Mr.Sheikh Rehman – Mumbai’s last painter of film posters. This design was communicated on all the elements of the campaign.

Describe the execution (30% of vote)

Axis Bank along with our assistance partnered with Inox multiplexes at pan India locations for the movie screenings. End to end planning, designing and execution of the entire campaign, right from collaterals, photo op design, décor, fabrication, manpower, logistics, entire co-ordination was all taken care by us. The promoters at registration were dressed in retro costumes to add to the theme. The movie tickets were made in the vintage style. We had dialogue stamps of the selected movies. The customers got the same stamped on their hands. We had a vintage car cut-out as the photo op where the senior citizens could pose with their partners and families wearing retro themed fun props. Complimentary coffee/tea and popcorn were served to all the customers during the show. From tickets to popcorn tubs, ambience to experience, everything evoke nostalgia. The campaign was executed in 21 venues across the country with 75 screenings

List the results (30% of vote)

Impact of the campaign: No. of Cities: 21 No. of Screenings: 75 No. of People reached: 16,200+ Duration of campaign: 12 Weeks Social Media Impressions: 22,07,817 Axis Bank’s Senior Citizen Fixed Deposit has now grown at a rate of 3000%. This was a direct impact of the campaign. The concept of classic movie screenings managed to captivate the audience and the feedbacks from all the senior citizens was overwhelming. All the elements collectively added to the perfection of the campaign and gave the audience an exhilarating experience. The senior citizen customers left the screening venues with wide smiles on their faces, expressing love for their partners and families, showering blessings for the entire team and feeling a lot younger! And then, they took a walk down their memory lane.