Axis Bank launches Myideaofprogress.com

The online consumer initiative is part of the bank's 'Badhti ka naam zindagi' campaign.

Axis Bank and Lowe Lintas have collaborated to launch an online consumer engagement initiative called Myideaofprogress.com. The initiative will see the entire network of Axis Bank promoting the philosophy, along with a 360-degree media campaign on TV, digital, outdoor and radio.

The microsite, built by Indigo, is an attempt to involve people beyond transactions and get them to experience the bank through its beliefs and to reach out to them so that they get to like the bank for what it does.

Axis Bank's 'Badhti Ka Naam Zindagi' campaign captures the continuous, all-inclusive nature of progress. The brand, which appointed actress Deepika Padukone as its ambassador recently, is promoting a campaign featuring her on air since June.

The online platform is the latest leg of the 'Badhti ka Naam Zindagi campaign, Axis Bank is taking its philosophy to the next level by embarking on a journey to connect directly with existing and potential customers of the bank.

The challenge for Lowe Lintas was to keep the idea simple, and yet allow the multiple facets of the Bank's progress to come across while engaging people so that they participate and interact with the brand not only at a transactional level but also at a deeper, emotional level.

People can visit the microsite - myideaofprogress.com - select an Axis Bank branch and submit their ideas of progress. The bank will then shortlist a few and put them up for voting. Based on the results, Axis Bank could use the visitor's idea for its campaign.

Lowe Lintas + Partners, a -owned subsidiary of New York-based Inter Public Group (IPG), has operating divisions in advertising (Lowe Lintas), activation (LinEngage), design (dCell), digital (LinTeractive-IA), brand consulting (Lowe Lintas Consulting), film production (Lintas Productions), healthcare marketing (LinHealth-ICC Lowe) and PR (LinOpinion-GH) to manage its 300+ clients. It has a talent pool of over 850 people across nine cities in India.