Axis Bank Campaign Puts Indian Mother in the Driver’s Seat for Decision Making

Axis Bank, India’s third largest, has launched a home Loan campaign created by Lowe Lintas which put the woman, rather than the man, in the center of the campaign as a key influencer and the decision maker.

Through this campaign, Lowe Lintas has portrayed an Indian Mother as the ‘change-maker’, by putting her in the ‘driver’s seat’.

“Consumer work revealed that home buying discussions usually start during important life events like marriage,” said Asha Kharga, CMO, Axis Ban. “With that context, the insight that we honed on was that typical Indian moms don’t want to let go of their sons. If the ad encourages mothers to introspect and have authentic, honest conversations, it would have truly struck a chord and made Axis relevant and memorable.”


The film was directed by Gauri Shinde and showcases veteran actress Revathi & Bollywood actor Vikrant Massey in conversation with each other while shopping for his wedding.

“The brief was to differentiate ourselves within the category – wherein the conversations are always about interests & percentages. The product had a clear differentiator and the communication required to reflect that. ” said Arun Iyer, Chairman & Chief Creative Officer, Lowe Lintas.

“Therefore we decided that the communication should challenge conventional thinking just like the product proposition does. We chose to depict a warm and cheerful conversation between a mother and son, where the change maker is the mother which is not what is expected in our culture. We deliberately chose Revathi, adorned her as conventional as expected but she’s ingrained with progressive thinking. She advises her son who is about to get married to move into a home of his own. This helped us entrench the central idea which is ‘Ghar ki kushi bani rahe, EMI’s nahi’.”



Client: Axis Bank
Client Team: Asha Kharga, Ananya Shukla, Amit Vishwakarma,
Agency: Lowe Lintas (Mumbai)
Creative: Arun Iyer, Amar Singh, Akash Das, Prathamesh Gharat, Joshua Thomas, Tejas Dangre, Katya Mohan, Adelle Rodirigues, Nayan Sarmah
Account Management: Shantanu Sapre, Danny Nathani, Jay Ladhani, Neal Kurian
Planning: Saji Abraham, Abhijith Shetty, Abhishek Joshi

Diana Gadong

Diana Gadong

Diana is a staff writer based out of Manila.

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