Axis Bank has rolled out its latest campaign, ‘open ki aadat pad jaayegi’, built around the premise that once consumers experience a certain level of convenience and control, they begin to expect the same from other aspects of their lives.

Conceptualised and executed in partnership with Curativity, the campaign comprises seven films that place users of the ‘open’ app in everyday situations, where they begin demanding the same level of flexibility and convenience from other service providers.

The films are set across situations including an airport check-in counter, shoe store, gym, luxury hotel, diagnostic centre, scuba diving school and a safety locker outlet. Each narrative draws a parallel between the protagonist’s expectations outside banking and the capabilities available through ‘open’. The campaign highlights the app’s ability to bring investments, loans, deposits and payments together within an integrated digital banking experience. The films ultimately lead to the question that if the bank can do it why can't the other service providers, followed by the sign-off, 'Aadat toh padegi na?' (It will become a habit).

What we think about it: The varied situations give the campaign enough range to sustain the core idea. However, the films’ focus on specific product capabilities makes the execution feel too feature-led at points. Instead, the human payoff of these benefits could have been sharper.

Anoop Manohar, chief marketing officer, Axis Bank, said, “At the heart of ‘open’ ki aadat pad jaayegi is a simple observation. Once customers get used to a certain level of convenience, personalisation and control, they naturally begin to expect it across every interaction. Through relatable stories and humour, the campaign brings this insight to life. It also showcases how the ‘open’ app helps customers navigate their financial lives with greater confidence, convenience and control through intuitive, secure and customer-centric banking.”

Aarti Srinivasan, CCO, Curativity, said, “When the Axis team showed us all the brilliant things the open app could do, our first thought was: with an app this damn good, how do we make the advertising match up? The idea- what if we took some of the world’s best experiences and had a little fun with how they don't seem quite good enough once you’ve got used to open? A big shout-out to Altamash Jaleel, our Creative Director, for the many rewrites and laughs along the way. And, most importantly, to our partners at Axis Bank for guiding us through the process and helping us take something as feature heavy as a banking app and make it feel this human.”

Sameer Shetty, group head – digital business, transformation & strategic programs, Axis Bank, said, “As banking becomes increasingly embedded in customers' daily lives, digital experiences are emerging as a key differentiator. At Axis Bank, we are focused on building intelligent, secure and customer-centric capabilities that give customers greater visibility, flexibility and control over their financial journeys. Through 'open', we are not just digitising banking interactions but reimagining how customers engage with their bank. The campaign brings this vision to life by demonstrating how a superior digital experience can influence behaviour, elevate expectations and strengthen customer engagement.”

The campaign comprising seven films has been released across television, digital, social and integrated media platforms nationwide.