Mumbai, March 11, 2025: This Women’s Day, Axis Bank is championing real change with the launch of its latest campaign for the ARISE Women’s Savings Account. Conceptualized by Lowe Lintas, the campaign challenges conventional Women’s Day celebrations that often rely on pink-themed gestures, instead focusing on something far more empowering—action.
The campaign is built on Axis Bank’s core philosophy of being ‘Dil Se Open’—which goes beyond just offering services, to truly listening to customers and acting on their needs. The ARISE Women’s Savings Account reflects this belief, designed by paying close attention to what women truly seek in their financial journey—independence, security, and growth.
Sharing his thoughts on the campaign, Anoop Manohar, CMO, Axis Bank said, “The campaign, starring actors Shefali Shah and her alter-ego Shefali Shah, argue how stereo-typical Women’s Day celebrations have become. We at Axis Bank echo the sentiment as we believe true change happens when women’s voices aren’t just heard—but acted upon. Through this powerful narrative, Lowe Lintas showcases how Axis Bank’s ARISE savings account is not just another banking product, but a reflection of what women have been asking for. Because real change is all about taking action.”
The campaign, starring actors Shefali Shah and her alter-ego Shefali Shah, argue how stereo-typical Women’s Day celebrations have become and these actions deserve no applause. Instead, alter-ego Shefali Shah asks not just for the women’s voice to be heard, but truly be listened to. Through this powerful narrative of financial empowerment, Lowe Lintas showcases how Axis Bank’s ARISE account is not just another banking product, but a reflection of what women have been asking for.
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Elaborating further on the thought, Varun Anchan & Prathamesh Gharat, Executive Creative Directors, Lowe Lintas, said, “The best creative work doesn’t just entertain—it makes people think. This campaign takes a lighthearted yet pointed approach to Women’s Day, calling out the hollow gestures that often replace real progress. With Axis Bank, we wanted to move beyond just acknowledging the problem to offering a real solution: financial tools that empower women on their own terms. We’re proud to bring this vision to life with Shefali Shah and a campaign that truly challenges the status quo.”
On the eve of Women’s Day 2025, Axis Bank’s latest campaign has gone live on YouTube and Instagram. Spreading the powerful message that financial independence is not a privilege but a right, the campaign will be amplified across multiple digital and traditional platforms.
