Axis Bank has rolled out a campaign '#SafeInvestingIsSmartInvesting' for its fixed deposits feature.

Consisting of a film, it shows the protagonist warning family members about daily activities. They don't listen to him only for him to be proved correct. The film cuts from his house, to the recording studio, where he's recording the voiceover for an ad film. He goes on to say 'investments are subject to risks, read all documents carefully'. He's asked to read it faster, just like it appears at the end of all mutual fund investment ads. The scene shifts back to his house, where he's watching the news about stock markets showing volatility. He says now it's time to not ignore him and invest part of his savings in Axis Bank's fixed deposits.

What we think about it: A timely reminder for those neglecting fixed deposits as the safe option to invest in.

The film released on 10 April 2025.