Axis Bank and Deepika Padukone are back with the brand's most exciting campaign of the year #ExperienceAxis

Picture yourself sitting in a restaurant on a Friday evening waiting for your food to arrive. You can feel the aroma, the taste melting in your mouth, and then melting your heart. There’s an innate happiness running in your smile. Your food arrives and it tastes just exactly how you have been imagining and you feel there’s no greater joy at that moment. Actually, there is if you’re an Axis Bank card holder!

Axis Bank’s latest campaign, #ExperienceAxis, is more than just about showcasing the benefits of holding an Axis Bank card. It’s about the experience that one gets while using it. The campaign shows its brand ambassador, Deepika Padukone, enjoying the simple and joyful activity of pouring hot chocolate over a chocolate ball and gleaming with a carefree smile. The short video is set in a monochromatic tone and oozes a look and feel of being uber-premium.

The video ends with a message showing saves upto 20% off on more than 4000+ restaurants using Axis Bank cards and there are no bells or trumpets to announce this. In fact, throughout the video, there’s no mention of the cards, or the discounts or the cash backs as Experience Axis is not about the discounts. It’s about the small memorable joys of our everyday life and how Axis Bank cards subtly be a part of them. This is in line and an extension to the earlier Experience Axis campaign which unified all value offerings across shopping, dining, and travel. The brand has always been inclined towards meaningful associations with the consumers than just being a brand offering discounts and benefits. And it has, through its last and latest campaign, captured the essence of being first a friend than a bank to a consumer.

Everyday experiences are what add music to the ballad of life and the Experience Axis campaign beautifully presents this aspect. In a crowded market, where cashback and discounts are the hooks used, Axis Bank believes in adding a value in the lives of its consumers. After all, while you were enjoying your food and diving in euphoria, somewhere at the back of your mind you had a wish of it lasting a little longer and perhaps be a little easy on your pocket. And without a thump or a trumpet, the Axis Bank cards saves upto 20% and makes your smile a little broader much like Deepika Padukone’s!

Brilliantly crafted and directed, the campaign is led on TV and supported by outdoor and digital to create engagement.