The campaign designed by Lowe Lintas lies in the space that progress has many dimensions and talks about the 'holistic' nature of progress and highlights Axis Bank's journey as a customer centric bank. The new campaign featuring leading Bollywood actress Deepika Padukone is directed by the renowned movie and ad film director Gauri Shinde.

Speaking on the launch of the campaign, Rajiv Anand, president — retail banking, Axis Bank said, "The new film takes our brand positioning of Badhti ka naam zindagi or Progress On ahead. The campaign is based on the insight that progress means different things to different people and can also be defined differently for the same individual at different times. This insight is captured in our new communication which brings to life the ubiquitous and multidimensional nature of progress."

He added that Deepika Padukone who is considered a youth icon in the country, brings in fresh energy, youthfulness and vitality required for the idea to imbibe bank's philosophy. Deepika Padukone, actress and brand ambassador of Axis Bank said, "It feels wonderful to be associated with one of India's most respected banks. A bank plays a very important role in the progress of so many individuals and I'm proud to be a part of the Axis Bank Team."

Arun Iyer, national creative director, Lowe Lintas and Partners said, 'Badhti ka Naam Zindagi' or 'Progress on' is the essence of brand Axis. In our earlier campaigns we have explored this philosophy from various angles, be it an individual's progress or the progress of the collective. The objective this year was to explore a new dimension of progress while showcasing the range of products, which brings us to the idea behind the campaign 'Progress has many meanings'." It is not just material but also emotional and personal. While growing monetarily is important but it is also important to have value-system in place and that's the whole thinking behind the philosophy of 'Badhti ka Naam Zindagi', he added.

Axis Bank offers a wide spectrum of services to customer segments covering large and mid-corporates, SME, agriculture and retail businesses.With its 2,402 domestic branches (including extension counters) and 12,922 ATMs across the country, as on March 31, 2014, the network of Axis Bank spreads across 1,636 cities and towns, enabling the Bank to reach out to a large cross-section of customers with an array of products and services.

The Bank also has overseas offices in UK, Singapore, Hong Kong, Shanghai, Colombo, Dubai and Abu Dhabi.