afaqs!

Axis Bank brings out the golfers in women

By Tarana Khan , afaqs!, New Delhi | In Advertising | November 20, 2008
The bank is organising a mini golf activity in Mumbai to promote its savings account for women

If & #BANNER1 & # you are a working woman in Mumbai, Axis Bank may have a surprise "tee break" for you. The bank has been conducting an activity, called Smart Privilege Office Golf For Women, under which it is visiting offices in Mumbai and creating a setup for women to have some fun.

The objective of the promotion is to create a buzz about the Smart Privilege Account, a savings account for women. The activity has been conceptualised and executed by Times Red Cell, the activation arm of the Times Group.

Speaking to afaqs!, Ashish Bhushan, general manager, response, Times Red Cell, says, "We wanted to engage them (the women) in a fun filled activity, which would result in an enriching experience. Hence golf, which by itself is a plush sport, was organised for corporate women."

The activity started a month ago and is being carried out only in Mumbai. Mini golf mats are put up around cafeterias in offices, and women can try their hand at the game. The winners receive gifts from the sponsor, Nivea. The grand prize of a vacation has been sponsored by Kesari Travels.

The activity was promoted through Times of India's supplement, Rouge (also a co-sponsor), posters and banners. Emailers were sent out to HR heads of companies to generate interest.

In an email interview, an Axis Bank spokesperson says that a similar activity was done at a single location in Bengaluru last year, but Mumbai was chosen for this activity because it is the corporate hub of India. "The activity may be rolled out to other cities depending on the response," adds the official.

Axis Bank is targeting 20 companies in Mumbai and eight have already been visited. Around 500 women have been reached through the activity, says Balram.

Elaborating on the response to the activity, the Axis Bank spokesperson claims, "People were very excited to have a unique concept in which they participated for the first time. We have collected around 800 leads till date. We had requested the participants to refer friends at the time of registration."

Axis Bank is not promoting the women's account through any other media as of now.