Axis Bank- Strengthens brand

with progressive campaign

Digital and Social Media Marketing

Assignment

Submitted by

Hari Krishnan N (1413019)

COMPANY OVERVIEW:

Axis Bank is the third largest private sector bank in India. Axis Bank offers

the entire spectrum of financial services to customer segments covering Large

and Mid-Corporates, MSME, Agriculture and Retail Businesses.

The Bank has a large footprint of 2402 domestic branches (including

extension counters) and 12,922 ATMs spread across the country as on 31st

March 2014.

Axis Bank is one of the first new generation private sector banks to have

begun operations in 1994. The Bank was promoted in 1993, jointly by

Specified Undertaking of Unit Trust of India (SUUTI) (then known as Unit

Trust of India),Life Insurance Corporation of India (LIC), General Insurance

Corporation of India (GIC), National Insurance Company Ltd.

With a balance sheet size of Rs.3,83,245 crores and 28% in Net Profit. It was

awarded as the Advertising Campaign of the Year the best Asian Banking and

Finance (ABF) Retail Banking Awards 2015.

WALK ON :

AXIS BANK BEFORE SOCIAL MEDIA PRESENCE –THE PAST

Though its advertising tagline was “there„s always a solution”,a solution was

just what axis bank was looking for early this decade. Axis bank released the

campaign missing the mark. The individual product stories were not adding

up to the stature of the bank. Both axis bank and its agency louis lintas

figured the brand needed to tie itself to a larger purpose. We needed a

philosophy independent of a problem-solution approach. That„s when we hit

on the idea of progress being continuous and a bank playing a part in the lives

of people.

The bank zeroed in on a younger demographic. A usage and attitude survey

revealed that by 32, most people have settled on their primary bank, which

made it only prudent to catch them young.

CAMPAIGN

The first film around theme “ Badhti ka Naam Zindagi” PROGRESS ON is

chronicling a young man‟s career trajectory from wage drone to successful

entrepreneur. The second campaign focused on how success affects not just

individual but his entire ecosystem.

Axis bank launched “My Image debit card” which allowed for a customized

visual instead of default logos, and a customer education website targeted at

the youth called “itsallaboutmoney.com”

The top brass at axis however believe advertising can increase spontaneous

awareness of the brand awareness ie ., the brands that a customer seeking a

banking service will consider approaching. Consumers today have multiple

options from one or many banks. And so, forging a strong consumer connect

becomes inevitable. Beyond basic expectations consumers and banks now

expect a symbiotic relationship where they grow and progress together. The

advertising for any bank should encapsulate these aspects.

Axis bank is relying on a series of non-advertising measures: personalized

customer service at branches to associations with popular TV shows and

“satyameva jayate” , helping the push into semi-urban areas which

accounting for 52%of its branches.

AXIS BANK AFTER SOCIAL MEDIA PRESENCE –THE PRESENT

The latest phase of “Badhti Ka Naam Zindagi” claims the need of the hour is

to effectively communicate its myriad products and services and raise its

consideration scores.

For the first time it has opted for a celebrity endorser in actress Deepika

Padukone,not a very common practice in the sector. But having this kind of

celebrity we felt having a brand ambassador gets us credibility and

incremental buzz in a commoditized sector. She also sees this asn opportunity

to bring a female achievement into what‟s otherwise a very male dominated

category.

How she will correspond to “Badhti Ka Naam Zindagi” ? She is from a well-

known sporting family but has carved her own niches as an actress. It was her

journey of life from badminton player to a advertise model and to actress. It

was a journey that synched well with the brands philosophy.

The company presence in social media is very lower and the kind of youth

ordians is pretty lower. In order to target the youth audience they started

campaign related activities to attract them.

The company is into hunting of customers. So it started a campaign called

#myideaofprogress where the individual has been asked to say what progress

means to you in your life ? how you related to it ?

This is the campaign being asked to the users of linked In, Facebook, twitter,

Google+ .

Based on the post and the ideas the share it is being evaluated by the eminent

judge in the panel and the idea which is practically accepted by all and the

kind of like, shares, comments, tweets and agreeable by everybody is being

published in the company‟s calendar and it is also implemented.

OBJECTIVE OF THE CAMPAIGN

Axis bank aim to build preference for the brand in the target audience‟s

minds. The brand desired to build on earlier campaign since 2012, which has

done their role in building brand awareness and focus on the next step

building consideration for its offering.

LINKED IN

Axis bank used Linked In as a platform that allowed us to reach out to

relevant audiences and more importantly tap into a very different mindset by

virtue of being a professional network. It wanted a myriad ideas around the

theme of progress on the platform and the sign-in through LinkedIn allowed

us to exactly that. This has been great conversation with our customers and

consumers something that we intend to carry forward to reach the target

audience.

LINKEDIN PAGE:

Before this campaign it has less presence in linked In. There were less number

of followers on linked In . And the company page is not updated frequently.

There were around 1000 followers before this campaign

And the people is being connected is much in a longer loop. In linked In if you

see, the profile of the person is connected in the first degree , second degree,

third degree connections.

Linked In campaigns :

Linked In’s Custom solution

Sponsored Updates

Spotlight Ads

Sponsored Updates

It is the way of relating yourself with the company with the kind of

#myideaofprogress with the follow and the message they convey in it.

Spotlight Ads

Spotlight ads are the ads which link to customer and the company to it. They

put your picture and the company and build relationship with it.

Sponsored Ads

These are the sponsored ads by the non-organic means in which they post the

ads without even the customer follows the company.

IDEAS SHARED ON LINKED IN :

Engagement Rate = (likes and comments on posts (by others) / number of

followers) * 100

1 )No of likes: 109

No of comments: 6

Engagement rate = (109+6/131978)*100 0.087

2 )No of likes: 396

No of comments: 22

Engagement rate = (396+22/131978)*100 0.316

FACEBOOK PAGE:

Facebook page of axis bank is been trending only after the #myideaofprogress

campaign. They engage the customers by asking their idea of progress in their

life.

No of likes for the Axis bank Facebook page : 3,119,532

Ideas shared on Facebook page :

1) Educate children , a brighter future

No of likes: 23000

No of shares: 106

No of comments: 53

Engagement rate = (23000+106+53/3119532)*100 0.742

2) Opportunities for everyone

No of likes : 24000

No of comments : 49

No of shares : 73

Engagement rate = (24000+49+73/3119532)*1000.77

3) Clean nation, healthy nation

No of likes :26000

No of shares :172

No of comments :65

Engagement rate =(26000+172+65/3119532)*1000.841

TWITTER PAGE:

Twitter page of axis bank is been trending only after the #myideaofprogress

campaign. They engage the customers by asking their idea of progress in their

life.

No of tweets: 7448

No of followers:79000

1) Education for everyone

Engagement rate = No.of.favourites + No.of.Retweets/No.of.Followers

No of favorites:105

No of tweets:67

Engagement rate =(105+67/79000)*100 0.217

2) Trending of ideas

No of favorites :230

No of tweets :155

Engagement rate =(230+155/79000)*1000.487

Apart from these posts, they tend to engage with the customer by keeping

post in date with celebrations and campaigns.

Say for example they organized a painting competition for kids :

See in the above pictures it has 21000 likes ,300 shares & 70 comments.

And also the recent festival ganesh chathurthi they posted a image

It has 41,560 likes, 903 shares & 155 comments. This how they engage the

customers.

CONCLUSION: