AGENCY : Meridian
BASELINE : UTI Bank is now Axis Bank
DESCRIPTION: Cute little kids playing with teacher. Enters sweet little girl; seeks permission from the teacher to come inside. Few seconds later, the girl’s twin sister (wearing a similar dress) enters and asks the same question, confusing the teacher. VO says, “UTI Bank ab hai Axis Bank, kuch nahi badla, badla hai to sirf naam.”
4Ps TAKE: Recently UTI Bank changed its name to Axis Bank. After the split of UTI, its entities like UTI Securities, UTI MF and UTI Bank have re-christened with a contemporary name, Axis Bank. The brand does a good job of retaining its original equity while moving ahead in its new avatar. The power idea is that everything remains the same: services, convenience, mode of transactions and branches – everything except the name. The visual is sweet. It also humanises something as matter-of-fact as banking. Nice point – and well taken! And yeah, we get the message loud and clear: that UTI Bank is now Axis Bank!
BASELINE : UTI Bank is now Axis Bank
DESCRIPTION: Cute little kids playing with teacher. Enters sweet little girl; seeks permission from the teacher to come inside. Few seconds later, the girl’s twin sister (wearing a similar dress) enters and asks the same question, confusing the teacher. VO says, “UTI Bank ab hai Axis Bank, kuch nahi badla, badla hai to sirf naam.”
4Ps TAKE: Recently UTI Bank changed its name to Axis Bank. After the split of UTI, its entities like UTI Securities, UTI MF and UTI Bank have re-christened with a contemporary name, Axis Bank. The brand does a good job of retaining its original equity while moving ahead in its new avatar. The power idea is that everything remains the same: services, convenience, mode of transactions and branches – everything except the name. The visual is sweet. It also humanises something as matter-of-fact as banking. Nice point – and well taken! And yeah, we get the message loud and clear: that UTI Bank is now Axis Bank!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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