KYOORIUS ADVERTISING AWARDS - Topical Advertising (Film)

Mother's Day - Axis Bank - Axis Bank JPEG
Mother's Day - Axis Bank - Axis Bank MP4 50s

Mother's Day - Axis Bank
Client: Axis Bank
Entrant: AutumnGREY

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Mother's Day - Axis Bank - Axis Bank

Baby Blue Elephant

Entry Title: Mother's Day
Brand: Axis Bank
Client: Axis Bank
Description: Problem/Context: Mothers love their children’s names. So much so, that they use their child’s name as their bank password as well. However, what they do out of love can soon turn into a nightmare because the password with their child’s name can easily be cracked by hackers.

Idea/Solution: On Mother’s Day, Axis Bank spoke to their audience and urged them to help their moms create a new password that is as strong as their mother’s love. To give out this message, we crowdsourced photos of real mother-child duos and showed how strong their love can be. Through those, we gave out a relevant message of safe banking to our audience.

Impact/Results: We reached out to 10 million people created an impression of 17 million. The video was also widely shared on platforms like Whatsapp but what mattered more was that it made way for many to spend some quality time with their mothers and help them out in one of the most important aspects of life.
English Translation: Be it Rinku, Minku,
Sonu, Shanu,
Jane, Janardhan,
Or Piyush Kumar,

Mothers just love their children's names.

While addressing her husband…

Arrreee listen? Neha's father

Or while introducing herself…

Beta remember me? I'm Pintu's mother!

She always used her children's names.


She goes to the temple,

but makes sure that the puja is done on her children's names.

Mothers just love their children's names.


But when they use it as their bank password, it becomes easier for fraudsters to guess it.

Come, let's help moms create a stronger password.
Company Credits: AutumnGREY Mumbai + Axis Bank
Individual Credits: Bodh Deb – Vice President, AutumnGREY
Individual Credits: Nishant Ananthram – Creative Director, AutumnGREY Mumbai
Individual Credits: Shalini Ghildiyal – Senior Account Director, AutumnGREY Mumbai
Individual Credits: Anchal Srivastava – Group Account Manager, AutumnGREY Mumbai
Individual Credits: Soumyadeep Ghosh – Group Head Video Production, AutumnGREY Mumbai
Individual Credits: Piyush Kumar – Design Supervisor – Graphic & Motion, AutumnGREY Bangalore
Individual Credits: Nishant Sethi – Senior Creative Director - Design, AutumnGREY
Individual Credits: Asha Kharga – Group CMO, Axis Bank
Individual Credits: Abraham Chacko – Vice President Marketing, Axis Bank
Individual Credits: Hardik Joshi – Digital & Social Media Head, Axis Bank
Individual Credits: Sayan Haldar – Assistant Vice President, Marketing, Axis Bank
Individual Credits: Arpita Das – Senior Manager, Marketing, Axis Bank