Axis Bank has launched a new television commercial showcasing the efforts of a mother. The advertisement, titled ‘Specially for you, Mom’, looks at the emotional relationship mothers would have with money from a daughter’s perspective. Lowe Lintas Mumbai has conceptualized the TVC, which shows the mother in different situations and highlights how she has always saved money for her family. The bank has launched a special ‘Senior Privilege Account’ specially targeting the mothers. The account offers several benefits to seniors with respect to their needs regarding savings, investments, security and health care services. The bank also provides personalized ID cards to its elderly customers, which help them to get preferential treatment across its branches. According to Arun Iyer, chief creative officer – Lowe Lintas, the bank had given the brief for a campaign to launch “The Senior Privilege Account” which has special offerings like higher interest rates on FD, 25% off on lockers and much more. The agency thought it would better to take its target audience back in time and make them reminiscence about their mother. Key to this was the insight that only as an adult do you realize about your mother’s sacrifices because she never made them obvious, he added.
