Axis Bank is encouraging customers to take a safer route with their money by promoting fixed deposits (FDs) over high-risk investment options in its latest campaign.
The 83-second ad uses a relatable family dynamic to drive the message home. A father warns his family members against common mistakes, only to be ignored every time—resulting in predictable consequences: a daughter comes home soaked after skipping an umbrella, a mother burns her hand on a hot pan, and a son ruins his eyesight from too much screen time.
“It feels bad, right, when nobody listens to you?” the father says, drawing a parallel between ignored family advice and overlooked financial caution. He also lends his voice to the now-iconic disclaimer: “Investments are subject to risks, read all documents carefully.”
The ad ends with a snapshot of a market downturn and a newsreader highlighting falling investment values—setting the stage for the father’s final suggestion: invest a portion of your savings in the safety of fixed deposits.
Axis Bank’s message comes at a time when Indian households are leaning more towards mutual funds. According to The Economic Times, the share of household savings in bank deposits dropped from 47.6% in 2021 to 45.2% in 2023, while mutual funds grew from 7.6% to 8.4%.
Backing this trend, The Hindu Business Line reported that mutual fund assets saw a 35% year-on-year jump in FY24, hitting a record ₹53.40 lakh crore.
Given these shifts, Axis Bank’s push for fixed deposits is timely. As the YouTube description for the ad says: “Why risk it? Invest a portion of your savings in safe and secure options like Fixed Deposits from Axis Bank.”
