Axis Bank goes off-beat, ditches regular ad and launches music video to promote Kochi1 Card

Axis Bank has partnered with Masala Coffee, a Kochi-based music band, to launch a campaign ‘I Live the Metro Life’ that celebrates the essence of the deeply cultural yet modern Kochi life. The music video showcases how Kochi1 Card has become an essential part of the day-to-day lives of Kochi citizens, making commute, shopping and dining at selected merchant outlets an exciting proposition for cardholders. The video is conceptualised by the bank’s creative agency on board, Lowe Lintas.

The video:

The music video showcases the city and its life through the lens of four protagonists who use the Kochi1 Card to enhance their payment experience in new ways. The video showcases individuals from different walks of life and how their lives have transformed in the metropolitan city.

The bank has roped in Manu Manjith, a Malayalam film lyricist, Fejo, an upcoming rapper and a native of Kochi, to create a song exhibiting memorable journey of the ‘metro life’ experience. The song brings out the ‘vibe’ of Kochi which does not limit itself to its rich culture and traditions but also embraces and enjoys the influence of change. The song has been shot and enacted largely inside the Kochi Metro premises and moving coaches, capturing the ease of travel and connectivity it has brought to people’s lives.

The song will be aired in select movie theatres and social media platforms such as YouTube, Facebook and music streaming apps.

Speaking about the campaign, Asha Kharga, EVP and Chief Marketing Officer, Axis Bank, said, “The Axis Kochi1 Card is not just a prepaid transit card; it can be used for shopping and dining too, thereby making it an exciting proposition for all cardholders. We could have gone the conventional way of communicating to consumers by speaking about offers and discounts. Instead, we decided to go completely local and celebrate the city of Kochi, given its deep-rooted heritage complemented by a modern outlook and great experiences.  The idea of partnering with Masala Coffee and creating a lyrical musical video was aimed at celebrating the best experiences that the city has to offer and is an ode to the people of Kochi. We hope people enjoy the song, as much as we did in making it happen."

Talking about the campaign, Amar Singh, Regional Creative Officer, Lowe Lintas, commented, “Conceived by Prathamesh Ghate and S. Ravikrishna, the idea was to look at the metro life as one that is lived fully experiencing the city. Its colours, its people, its tastes, its sounds. Experiences where Axis Bank and Kochi Metro’s Kochi1 Card invariably has a role to play. And who better to bring this thought to life than Masala Coffee. We’re hoping the song takes off and becomes part of people’s playlists. Just as it has become part of ours.”