Axis Bank launched a campaign called #myideaofprogress to engage customers on social media and strengthen its brand. The campaign asked customers to share what progress means to them on LinkedIn, Facebook, Twitter, and Google+. Ideas were evaluated by judges and the most engaging ideas were featured in the bank's calendar. This increased Axis Bank's followers on social media and engagement with posts. The campaign helped build consideration for Axis Bank's offerings among its target audience.

1. Axis Bank- Strengthens brand
with progressive campaign
Digital and Social Media Marketing
Assignment
Submitted by
Hari Krishnan N (1413019)

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

7. 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.

8. 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

9.  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.

10.  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 :

11. 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.

12. No of likes for the Axis bank Facebook page : 3,119,532
Ideas shared on Facebook page :

13. 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)*1000.77

14. 3) Clean nation, healthy nation
No of likes :26000
No of shares :172
No of comments :65
Engagement rate =(26000+172+65/3119532)*1000.841

15. 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

16. 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

17. No of favorites :230
No of tweets :155
Engagement rate =(230+155/79000)*1000.487
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.

18. 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.

19. CONCLUSION: