Axis Bank has launched ‘open’ ki aadat pad jaayegi, a campaign built on the idea that customers who get used to the convenience, personalisation and control of its ‘open’ digital banking app may soon expect the same everywhere else.

The campaign comprises seven films, each placing a protagonist in an everyday situation where they expect the same ease they get from the app. Each film ends with the question, “Agar mera bank aisa kar sakta hai, toh aap kyun nahi?” and the sign-off, “Aadat toh padegi na?”

The stories draw on features such as multi-bank account aggregation, investment and loan management, spend insights, card controls, Mobile App Code, Safety Centre and FD Lock. One film, set at an airport check-in counter, has a traveller expecting one airline to show flights booked with others, mirroring the app’s One View feature. Another, set in a shoe store, follows a customer hunting for one pair of sneakers that does everything, much like the app brings investments, loans, deposits and payments together. Other films play out at a gym counter, a luxury hotel, a diagnostic centre, a scuba diving school and a locker store.

Sameer Shetty, group head, digital business, transformation and strategic programmes, said a superior digital experience can influence behaviour and elevate expectations. Anoop Manohar, chief marketing officer, said that once customers get used to a certain level of convenience, they naturally expect it across every interaction.

Conceptualised with Curativity, the campaign will run across television, digital, social and integrated media. Aarti Srinivasan, CCO, Curativity, said the challenge was making a feature-heavy banking app feel human, and credited Creative Director Altamash Jaleel for the many rewrites and laughs along the way.