#ReverseTheKhata: An emotional campaign from the side of Axis Bank.


Axis Bank, India’s third-largest private sector bank, has launched the #ReverseTheKhata campaign, carrying out through a series of pictures which project a collection of emotions starting with the phrase “Kitni baar kaha hai Khaate mein likh do”.

The phrase “Khata” not only creates a transferable bond, but it also makes an inner connection between two people – prefer it may be a vegetable vendor, a tea-seller outside the offices, or maybe an account within the bank. It is reflected as a sign of trust and connection between them. It is through this trust that the Axis Bank is coaxing people to #ReverseTheKhata and taking care of the ones who have kept our account until now.

Asha Kharga, executive Vice President and group chief marketing officer of Axis Bank said that “The idea came from an uncomplicated, incomparable Indian insight of khata, which most of us have with localized shops like the kiraanawala, the neighborhood chaiwallah, the mistrial, etc. They are having a well-established relationship bond, which is embedded in trust. When the country starts opening up, all these small businesses may need all our assist to retrieve on their feet. And hence the straightforward message was to appeal the combined goodness in people through asking them to vary the khata for these community shops.

Prateek Bhardwaj, Chief creative officer of Lowe Lintas said that “The main theme came from a category that doesn’t work directly on the company. Both the team and the client are impressed as it fits so well with the key Axis’s idea of ‘Dil Se Open’. LinProductions approached and changed the film in record time, with art directors taking up the cameras for many of the shots. And finally, Amer, the chairman, himself pitched in as the VO artist who conducts it together. With this much trust behind the idea, there is nothing astonishing how it’s getting so much love too.

As the film needed candid images to make its point, some of the stock images were used along with a few pictures, which were clicked before the COVID-19 lockdown and that began through a camera which best suits for clicking pictures in a natural way.

The film is made together by the voice of Amer Jaleel who was also the voice behind the Axis Bank “Dil Se Open” brand campaign.


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