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Entry Title:
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Reverse The Khata |
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Brand:
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Axis Bank |
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Client:
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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 |
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