Lowe Lintas Mumbai + Axis Bank send its senior citizen customers to Flashback Film Festival

Flashback.jpgAxis Bank, India's third largest private sector bank, has recently launched 'Flashback' - a film festival exclusively for its Senior Citizen customers. Promoting this innovative initiative, Lowe Lintas Mumbai has conceived a gentle and a heart-warming campaign.
Across categories, campaign ideas and films targeting senior citizens revolve around subjects like pain, senility, sadness, fear and uncertainty. Flashback, with its cheerful undertones, is far from any of that. This is an initiative that aims to not just strengthen but invigorate the bank's relationship with its senior customers. In a simple initiative to bring back the joy into the senior citizens' lives, the bank tied up with INOX to screen old Bollywood classics across 8 cities in India.

As a customer base, Senior Citizens are very important and substantial for Axis Bank. In the past, the bank has undertaken various initiatives for them like conducting complimentary health checkup camps or creating no-queue and special seating facilities for senior citizens at their branches.
Flashback2.jpgFlashback3.jpgAsha Kharga, CMO, Axis Bank said, "Senior Citizens are a very loyal set of customers and we take pride in our long and fruitful relationships with them. They enjoy walking into our branches not just for their banking needs but also to chat over a cup of tea with our staff. While we organize health check-ups and financial advice sessions, we felt we must create a special experience that makes them feel young all over again. 'Flashback Film Festival' has been designed as a unique engagement program to enable our senior customers to re-experience their youth. We tied up with Inox to revive some Bollywood classics and organized screenings of their favourite movies across 8 cities. The experience was replete with vintage cars and old-world refreshments to make it come alive. In a very youth-focused world, small acts like these make a big difference and the feedback from our senior customers has been really heart-warming."
Arun Iyer, Chairman & Chief Creative Officer, Lowe Lintas said, "'Flashback Film festival' is about screenings of old Hindi classics with an intent to engage with senior citizen customers of Axis Bank to strengthen the relationship with them beyond banking needs. The task for us was to communicate about this event. Working on the campaign, we came across this observation - If you see our parents today or any older people, leading a retired life - they have a very set pattern, their routine does not change much. With Flashback film festival where the senior citizens would be invited for yesteryear movie screening, it would not only take them back to their younger days but also out of their routine life. Hence our communication idea is an advice to the senior citizens in midst of the excitement of experiencing their younger days 'Ghar pe bata ke jaana, please'."
Credits -
Creative: Arun Iyer, Amar Singh, Akash Das, Prathamesh Gharat, Joshua Thomas, Tejas Dangre, Katya Mohan, Cohaan Dias, Nayan Sarmah, Sriman Biswajit
Account Management: Shantanu Sapre, Parikshit Shah, Jay Ladhani, Neal Kurian, Abel Joy
Planning: Saji Abraham, Abhishek Joshi Client Team: Asha Kharga, Abhishek Ghosh, Uzma Sabah

Don't miss the best of Asia's creative and award news. Sign up for the free Campaign Brief Asia Daily email newsletter. It takes just 30 seconds. CLICK HERE.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.