Axis Bank, country’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.
Speaking on the launch of the campaign, Asha 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.”
Commenting on the campaign, 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’.”