~ Axis Bank’s next chapter for ‘open’ asks what happens when banking convenience, control and personalisation become second nature — across seven films and Curativity’s cheeky “to aap kyun nahi?” punch ~
Mumbai, September 2026: Axis Bank has rolled out ‘open’ ki aadat pad jaayegi, the next chapter of its ‘open’ digital banking proposition — shifting from product-led storytelling to how intuitive banking experiences reshape everyday expectations.
Introduced in 2023 under the bank’s Axis 2.0 transformation, ‘open’ first showed what the platform could do. This chapter leans into behaviour: once customers get used to convenience, personalisation and control on the app, they start wanting the same standard everywhere else — landing on the question “Agar mera bank aisa kar sakta hai, toh aap kyun nahi?” and the sign-off “Aadat toh padegi na?”
Seven films map app capabilities onto everyday scenes — multi-bank One View at an airport check-in, investments-and-loans-in-one-place at a shoe store, Spend Analyser at a gym counter, card controls at a luxury hotel, Mobile App Code at a diagnostic centre, Safety Centre at a scuba school, and FD Lock protecting deposits under pressure at a locker store.
Sameer Shetty, Group Head – Digital Business – Transformation & Strategic Programs, Axis Bank, said the bank is “not just digitizing banking interactions but reimagining how customers engage with their bank,” with digital experience as a differentiator. Anoop Manohar, Chief Marketing Officer, Axis Bank, added that once customers get used to a certain level of convenience, personalisation and control, “they naturally begin to expect it across every interaction.”
Creative partner Curativity (CCO Aarti Srinivasan; Creative Director Altamash Jaleel) framed the brief as taking “some of the world’s best experiences” and having fun with how they no longer feel good enough once you’ve got used to ‘open’. The campaign will run across TV, digital, social and integrated platforms nationwide, reinforcing the promise of ‘Dil Se Open, 24×7’.
Marketing take: Axis isn’t selling seven features — it’s selling a raised bar. When banking UX becomes the habit that other service moments fail against, the product story writes itself.
