Axis Bank has rolled out a campaign unveiling its latest offering 'Devanagari PIN', on the occasion of Republic Day.

Conceptualised by AutumnGrey, the campaign, comprising a film, introduces the brand's latest feature which lets you convert your favourite word into a PIN. In the film, an Axis Bank representative questions the audience if anyone can see 51511 in the word 'India' and everybody in the audience denies. But, the moment the word transforms into the Devanagari script, the number are clearly visible. Thus, highlighting how each character in the script holds a number by which we can turn any word into a number which we can use as our PIN. Built on the insight that most of us tend to use our birth dates or anniversary dates as our PIN, which might put our financial security at risk, the ad shows how each character of the Devanagari script hides a number and through this new feature one can take their favourite word, transform it and get an easy-to remember, more secure PIN out of it.

What we think about it: An amazing feature, the ad celebrates India's cultural heritage in a unique way along with enhancing digital security and making it more personal. 

Anusha Shetty, chairperson and group CEO, Grey India, “Innovation doesn’t always mean inventing something new. It can also mean reimagining what we already have. With Devanagari PIN, we’ve transformed a global issue into a distinctly Indian solution. This is creativity with purpose, making banking safer and more personal for millions."

The film released on 24 January.