Pulse newsletter

THE MARKETING BULLETIN
VOL: 02 ISSUE: 02
1 ST JUL – 30 TH SEPT, 2015
COVER
STORY
HIGHLIGHTS
LIME
Greetings from the Marketing Team!
We’re delighted to bring you the highlights
of our third quarter with PULSE – The
Big Bazaar - 5 Day
Mahabachat
Marketing Bulletin.
With a fresh new app to manage money,
a successful endeavour for the planet and much
Digital Women Awards
more, we’ve had an action-packed three
months. The highlights below should give you a
End Of Season Sale
good idea of the progress thus far. As we move
on to the last lap for 2015, we hope to build on
our efforts and create some more exciting,
Plant A Sapling
Gift Card Campaign
Shopaholics Online Festival
innovative and constructive campaigns to benefit
our customers and brands alike.
You can share your feedback /
views by mailing us at
bhavika.kotak@axisbank.com or
tanvee.meisheri@axisbank.com
Lime
OBJECTIVE
To generate awareness and
excitement about the launch
of Lime - a new app to
manage money
IDEA
With an increasing demand
to manage money on the
go, Axis Bank launched the
Lime app in September,
2015. The press unveiling
in Mumbai was led by
Shikha Sharma, Rajiv
Anand and Deepika
Padukone. Lime will allow
users to compare & shop,
and a whole lot more. The
digital-led campaign for
the app has seen an
enthusiastic response as
Lime has already crossed
1 lakh downloads as on
21 st October. Watch this
space for more milestones 
split bills with friends, book
movie, flight & bus tickets,
recharge phones, pay bills
Big Bazaar - 5 Day Mahabachat
OBJECTIVE
To create awareness about
the offer thereby driving
preference for Axis Bank
Cards
IDEA
For the third year in
succession, Axis Bank tied
up with Big Bazaar for the
exclusive 5 - Day
Mahabachat Campaign. The
alliance gave our customers
an additional 5% discount
across 198 stores of Big
Bazaar / Food Bazaar across
the country. The campaign
MEDIUM
ran for a period of 5 days
(12th – 16th August, 2015)
with an exclusive preview for
Axis Bank cardholders on 10th
and 11th August, 2015.
The campaign included TVC,
print, outdoor, radio, social
media and in-store presence
led by Big Bazaar with
prominence given to our brand
and products. The most
exciting part was that exclusive
Axis Bank kiosks were set up in
around 40 stores of Big Bazaar
across the country.
IMPACT
Numbers awaited

Digital Women Awards
OBJECTIVE
The current digital age
has taken the world by
storm and it's fascinating
to see how more & more
women are adopting the
trend to go digital
themselves! To celebrate
talent, entrepreneurship
and innovation among
women in the digital
world, Axis Bank has
associated itself as title
sponsors of the
first-of-its-kind Digital
Women Awards in India.
The objective of this
association is to bring
alive Axis Bank’s
philosophy of celebrating
and ushering in progress
and also leverage the
digital platform to
engage with the
progressive Indian
consumers of today.
IDEA
The idea is to engage
and create conversations
around this association.
Reaching out to women
entrepreneurs,
understanding their
progress journey and
featuring their progress
stories is one such instance of
how we are doing this.
We are in the process of
reaching out to the Axis Bank
community and customers to
apply for these awards or
nominate someone they know,
through multiple touch points.
MEDIUM
Led by DWA, the association is
heavily being promoted on print
and digital media. Axis Bank is
using its social channels to
drive promotions and
enagement around this
association. In addition, other
mediums like D2C
communication, our Bank, LCD
screens across branches, to
name a few, are being used.
The promotions are under way
across our social media platforms
on a continued basis too.
IMPACT
We have recently gone live with
promotions of this association.
The overall buzz and sentiment
is quite positive with 600+
nominations received in the first
two weeks of rollout 
End Of Season Sale
OBJECTIVE
To create awareness
about the offer during
the sale season thereby
driving preference for
Axis Bank Cards
IDEA
The July end of season
sale is one of the biggest
sale seasons when most
retail players offer great
discounts. We partnered
with approx. 20 retail
merchants (mostly offline)
to give additional
discounts and cashback
live till 23 rd August in
select apparel stores,
electronic megastores,
online merchants, travel
merchants, etc.
offers to Axis Bank
cardholders. Axis Bank has
been conducting such
initiatives thrice a year for
three years now, during peak
periods. This year the offer
started on 3 rd July and was
MEDIUM
Print, Outdoor, Radio,
Digital, Social Media and
in-store presence
IMPACT
Numbers awaited

Plant A Sapling
OBJECTIVE
An initiative to promote a
cleaner environment and call
upon our customers to plant a
sapling
IDEA
We invited our customers to be a
part of our Green Banking
initiative and join the
#RootForPlanet movement.
Our objective was to bring
to life the idea that each one
of us owes something to our
by Mr. Sanjay Silas, President &
planet and by planting a tree,
Head, Branch Banking when he
we can help strengthen its roots. planted country almond saplings
The campaign was inaugurated on the banks of the Meethi River
at Maharashtra Nature Park,
Dharavi in Mumbai, on 18th
September, 2015.
MEDIUM
POS at branches, Digital & OOH
IMPACT
Axis Bank planted over 1 lakh
saplings across India on 19th
September, 2015 
Gift Card Campaign
OBJECTIVE
To create awareness for
Axis Bank Gift Cards
before Rakshabandhan
and get the relevant TG
(brothers) to apply for the
same
IDEA
Raksha Bandhan is
traditionally a gifting
occasion between
siblings. Most brothers get
anxious when deciding what
to buy and end up giving
cash to their sisters. Axis
Bank Gift Cards are
outlets which can only be
used at those stores, the
Axis Bank Gift Card
doesn’t restrict purchase
avenues. It is even
available in an online
form, making it ideal for
intercity / overseas gifting.
MEDIUM
Digital
therefore the perfect gift, since
recipients can use the funds
on the card to buy anything of
their choice. Also, unlike Gift
Cards from specific retail
IMPACT
Numbers awaited

Shopaholics Online Festival
50+ online stores to bring
customers amazing deals. A
special feature dubbed
‘Today’s Specials’ even gave
customers access to additional
discounts from 10 a.m. to 6
p.m. every day, on the microsite
www.axisbank.com/sof
OBJECTIVE
To create awareness for
Axis Bank ’s online flash
sale thereby driving
preference for our cards
IDEA
The fifth season of the
Shopaholics Online Festival
was conducted from
September 22 nd to 24 th,
2015, exclusively for Axis
Bank cardholders. The
3-day online flash sale was
based on the insight, ‘We
want to get the best things
first for ourselves’ which
translated to
MEDIUM
Display banners, Targeted
digital ads, Social Media
#keepittoyourself for the
pre-launch and ‘Grab the
best before others do with
#ShopaholicsOnline’ for
the launch. This year, Axis
Bank partnered with over
IMPACT
Numbers awaited

To keep yourself updated on the latest campaigns or projects, get in touch with:
Product Marketing
Liabilities: abraham.chacko@axisbank.com | Assets: ananya.shukla@axisbank.com
Branch and Circle Marketing
rasik.narula@axisbank.com | mohankumar.sahni@axisbank.com | abhishek1.pandey@axisbank.com
Marketing Collateral
mohankumar.sahni@axisbank.com
Digital & Social Media Marketing
parag.murudkar@axisbank.com | ipsita.tripathy@axisbank.com