KYOORIUS ADVERTISING AWARDS - Film (Produced Under INR 10 Lakh)

Reverse The Khata - Axis Bank - Axis Bank JPG
Reverse The Khata - Axis Bank - Axis Bank MP4 1m:27s

Reverse The Khata - Axis Bank
Client: Axis Bank
Entrant: MullenLowe Lintas Group

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Reverse The Khata - Axis Bank - Axis Bank

Baby Blue Elephant

Entry Title: Reverse The Khata
Brand: Axis Bank
Client: Axis Bank
Description: As the lockdown in India began to ease, small-scale vendors like tea stall owners, laundries, electricians, mobile phone repair shops, and many such others, needed money to restart their business and put their livelihood back on track. These are the same people/shops, where one would keep a credit account, colloquially known as a ‘Khata’, that allowed regular customers to pay what they owed at their convenience. It was time to return the goodwill by reversing this ‘Khata’ (credit account) and paying for these small businesses’ products/services in advance. 'Khata' is not only a transactional bond but also an emotional connect between two people. A sign of trust and goodwill. And hence the simple message was to appeal to the collective goodness in people by asking them to #ReverseTheKhata for these local shops and financially support the ones who have been keeping account until now.
Company Credits: MullenLowe Lintas Group
Individual Credits: Ashwin Joharapurkar, Unit Creative Director, Mullen Lintas
Individual Credits: Azazul Haque, Chief Creative Officer, Mullen Lintas
Individual Credits: Chandni Dave, Creative, Mullen Lintas
Individual Credits: Ekta Relan, National Planning Director, Mullen Lintas
Individual Credits: Garima Khandelwal, Chief Creative Officer, Mullen Lintas
Individual Credits: Johns Joy, Creative, Mullen Lintas
Individual Credits: Ripanka Kalita, Group Creative Director, Mullen Lintas
Individual Credits: Shashank Salaskar, Creative, Mullen Lintas
Individual Credits: Vinit Jani, Senior Brand Planning Director, Mullen Lintas
Individual Credits: Khushnaaz Jamshedji, Senior Agency Producer, LinProductions
Individual Credits: Poonam Wahi, Head, LinProductions
Individual Credits: Abhishek Joshi, Senior Brand Planning Director, Lowe Lintas
Individual Credits: Aditi Patwardhan, Regional Director West - Planning, Lowe Lintas
Individual Credits: Jay Ladhani, Vice President, Lowe Lintas
Individual Credits: Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas
Individual Credits: Reema Bahadkar, Senior Brand Services Director, Lowe Lintas
Individual Credits: Shantanu Sapre, Executive Director, Lowe Lintas
Individual Credits: Arjuna Harjai, Independent Music Director
Individual Credits: Suraj Jagtap, Independent Offline Editor
Individual Credits: Zenish Mehta, Independent Online Editor
Individual Credits: Abraham Chacko, Vice President Marketing, Axis Bank; Hardik Joshi, Digital & Social Media Head | Brand Marketing, Axis Bank; Sayan Haldar, Vice President Marketing, Axis Bank