Success is more than a milestone. It’s a journey.
And we’re with you every step of the way.

Kyunki badhti ka naam zindagi!

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Brand Philosophy

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A new generation of Indians is emerging! The confident, enthusiastic and optimistic lot.

Their confidence in their own capabilities triggers hope and a positive outlook towards life. They believe they can overcome every task with an enthusiastic mind. They know they will overcome difficult situations and achieve their goals if they set their mind to it.

For them success is no longer about having accomplished a goal. It’s about setting newer and newer goals and achieving each of them.

It is this insight which leads us at Axis Bank to believe that, Success is never-ending. Success is non-stop.

It's not just about achieving today what you dreamt yesterday. It's about achieving it and moving on to the next dream. . Its history as soon as it's achieved. It's never celebrated the day after. Success is an attitude that encourages us to set one goal after another and achieve each one - whether in our careers or our personal live.

For us success is more like a verb defined by constantly progressing from where you used to be towards where you're headed. Every success is momentary, just a milestone in the journey called life… And progress, we believe, is the true purpose of life.

Our brand philosophy is best summed up by - BADHTI KA NAAM ZINDAGI... or PROGRESS ON...

BADHTI KA NAAM ZINDAGI... or PROGRESS ON... is an expression that encapsulates Axis Bank’s belief on the meaning and purpose of life that everyone wishes and works towards. This phrase immediately puts the customer in a delightful visual frame, where he sees how one graduates from where they used to be to where they are – reflecting a progressive and optimistic urge that they dreamt of yesterday, achieved today.

It gives a sense of direction taking an individual further in his path to progress. It assures that nothing, no obstacles, can stagnate our efforts to see the light of day. We will succeed & make possible things that matter – in our careers, our interests, our personal lives. Because life is about moving on, progressing on. And we at Axis Bank are with you all the way to celebrate this journey called LIFE.

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BADHTI KA NAAM ZINDAGI... or PROGRESS ON... is an expression that encapsulates Axis Bank's belief on the meaning and purpose of life that everyone wishes and works towards. This phrase immediately puts the customer in a delightful visual frame, where he sees how one graduates from where they used to be to where they are – reflecting a progressive and optimistic urge that they dreamt of yesterday, achieved today.

Brand Philosophy

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  • image 1Making
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  • image 1The Marriage
  • image 1Your Own Home
  • image 1New Born
  • image 1A Holiday
  • image 1New Job
  • image 1First Promotion
  • image 1Heading a Dept.
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  • image 1Progress-Personal
  • image 1Progress-Professional


Welcome to the interactive timeline of Axis Bank

  • Largest network of EDC machines with over 2 lakh machines installed
  • Launch of Axis Bank Brand Campaign
  • Becomes the First Private Sector bank in India to cross the 10.000 ATM mark
  • World's first bank to reach $3 billion loading on prepaid Travel Currency Cards
  • Event titleAwards we won in 2012
    1) Best Bank - CNBC-TV18 India’s Best Bank and Financial Institution Awards 2012

    2) Consistent Performer - India’s Best Banks – 2012 survey by Business Today & KPMG

    3) Fastest Growing Large Bank- Dun & Bradstreet-Polaris Financial Technology Banking Awards 2012

    4) Fastest Growing Large Bank - Businessworld Best Banks Survey 2012

    5) Best Bank - Runner Up- Outlook Money Awards 2012

    6) Deal Maker of the Year in Rupee Bonds - Businessworld Magna Awards - India's Best Deal Makers 2012

    7) India Bond House of the year - IFR ASIA - Country Awards 2012

    8) Best Domestic Bond House - The Asset Triple A Country Awards 2012 - Our Bank has been honored with this award for the Third year in a row.

    9) The Best Emerging Bullion Dealing Bank of the year 2011-12 at 9th India International Gold Convention

    10) Best Acquiring Institution in South Asia- Visa LEADER Award at Visa’s 2012 APCEMEA Security, Summit, Bali.

    11) CMO Asia Award 2012 for impactful retail design and merchandizing.
  • Event titleDate: February, 2011Launched India travel card - India's first and only indian currency prepaid travel card for foreign nationals
  • Event title Awards we won in 2011
    1) Bank of the Year – India (The Banker Awards 2011)

    2) Best Bank - Private Sector (NDTV Profit Business Leadership Awards)

    3) Best Bank - 2011 (Outlook Money)

    4) Brand Excellence Award 2011BFSI (Star News)

    5) The Most Consistent Large Bank (Best Banks – 2011 survey by Business Today and KPMG)

    6) Most Preferred Bank Amongst Retail Consumers (CLSA survey on personal banking trends)

    7) Most Productive Private Sector Bank (FIBAC 2011 Banking Awards)

    8) 3rd Strongest Bank in Asia-Pacific Region (Asian Banker)

    9) The Best Domestic Bank – India (The Asset Triple A Country Awards 2011)

    10) The Best Domestic Bond House – India (The Asset Triple A Country Awards 2011)

    11) Best Risk Master Private Sector category (FIBAC 2011 Banking Awards)

    12) Best Bond House India – 2011 (Finance Asia)
  • Event titleDate: July , 2011The bank inaugurates Axis House, it's new corporate office at Worli, Mumbai
  • Event titleDate: March, 2010Inaugurates it's 1000th branch at MET bandra reclamation, Mumbai
  • Event titleDate: April, 2010Collected Rs. 714 crore in Axis equity NFO, The largest by any mutual fund distributor in India
  • Event titleDate: September, 2010Priority bank brnaches rechristened as Premium Branches - The only bank to have such exclusive branches
  • Event titleDate: October , 2010Launches India's first infrastructure index - Axis infra index
  • Event titleDate: January, 2009Launches Axis assets management company limited
  • Event titleDate: April, 2009Emerged as one of the largest incremental SIP mobiliser in the country
  • Event titleDate: June, 2009Ms Shikha Sharma takes over as the Managing Director and CEO from Dr. P J Nayak
  • Event titleDate: March, 2008Launches platinum credit card, India's first EMV chip based card
  • Event titleDate: May, 2008Inaugurates it's Dubai representative office
  • Event titleDate: May, 2008Launches Axis trustee services limited
  • Event titleDate: November, 2008Launches it's Remittance Online Portal - Axis Remit
  • Event titleDate: February, 2007The bank launches gift card
  • Event titleDate: February, 2007Co - branded credit card with shriram finance launched exclusively for small road transport operators (srtos) by finance minister Shri P. Chidambaram
  • Event titleDate: March, 2007The bank opens a full licence bank branch in Hong Kong
  • Event titleDate: March, 2007The bank launches car loans
  • Event titleDate: March, 2007Ties up with IIFCL to provide finance for infrastructural projects in the country
  • Event titleDate: April, 2007Opens a financial services category I Branch in the DIFC in Dubai
  • Event titleDate: April, 2007Introduces gold coins for retail customers
  • Event titleDate: July, 2007The bank rebrands itself as Axis Bank
  • Event titleDate: September, 2007Axis Bank ties up with Banque Privée Edmond De Rothschild Europe for Wealth Management
  • Event titleDate: April, 2006Opens it's first international branch at Singapore
  • Event titleDate: May , 2006Ties up with Geojit financial services to offer online trading services
  • Event titleDate: July, 2006Opens representative office in Shanghai
  • Event titleDate: August, 2006The first indian bank to successfully issue foreign currency hybrid capital in the international market
  • Event titleDate: August, 2006Launches it's credit card business
  • Event titleDate: November, 2006Inaugurates the first of it's kind priority banking lounge in Pune
  • Event titleDate: January, 2005The bank ties up with Remit2India to launch the remittance card
  • Event titleDate: March, 2005Bank gets listed on London stock exchange
  • Event titleDate: April, 2005Launches smart privilege - special bank account designed for women
  • Event titleDate: May , 2005Commences distribution of general insurance products
  • Event titleDate: July, 2005The bank and visa international launch mobile refill facility for all visa card holders in India
  • Event titleDate: December, 2005Launches wholly owned security & sales subsidiary
  • Event titleDate: February, 2003The bank wins mandate to set up 14 ATMs at various stations in the western railway network
  • Event titleDate: February, 2003In a pioneering move, launches the at par cheque facility, free of cost, for all it's savings bank customers.
  • Event titleDate: August, 2003The banks debit card crosses the one million mark
  • Event titleDate: September, 2003The bank opens it's 1000th ATM
  • Event titleDate: September, 2003First indian bank to launch the travel currency card
  • Event titleDate: December, 2003Bank inaugurated it's ATM at Thegu near the Nathula Pass in Sikkim. This ATM is at the highest altitude in India.
  • Event titleDate: January, 2002The banks 100th branch opens at Tuticorin, Tamil Nadu
  • Event titleDate: January, 2002The bank opens an ATM at the gol Dak-Khana, i.e. the New Delhi GPO, making it the first instance of a commercial bank setting up an ATM at any post office in the country
  • Event titleDate: March, 2002Deposits cross rs. 12,000 crores
  • Event titleDate: October, 2002The bank launches corporate iconnect - the internet banking facility for corporates
  • Event titleDate: August, 2001The bank signs MOU with indian post for introducing services to customers , including setting up of bank ATMs in post offices.
  • Event titleDate: November, 2001Deposits base crosses Rs.10,000 crores
  • Event titleDate: January, 2000Dr.P.J Nayak takes over as chairman and managing director from Shri Supriya Gupta.
  • Event titleDate: March, 2000Profit cross Rs.50 crore mark for the first time
  • Event titleDate: April, 2000Bank launches it's internet banking module, iconnect.
  • Event titleDate: April, 2000Retail loans introduced for the first time by the bank.
  • Event titleDate: July, 2000Commenced with providing financial advisory services
  • Event titleDate: July, 2000E-commerce initiatives announced
  • Event titleDate: October, 2000Bank becomes fully networked
  • Event titleDate: September, 1999Cash management services (CMS) launched, Co branded credit card launched
  • Event titleDate: June, 1996The bank crosses Rs. 1,000 crores deposit mark
  • Event titleDate: April, 1994The banks first branch inaugurated at Ahmedabad by Dr. Manmohan Singh, then hon'ble finance minister
  • Event titleDate: December, 1993Axis Bank (erstwhile UTI Bank) opens it's registered office in Ahemdabad and corporate office in Mumbai

Media Buzz

  • CNBC TV 18 Story BoardDate: 18th February, 2012
    Publisher name: CNBC TV 18
    Watch the new Axis Bank campaign in the 'First Take' section of CNBC TV 18 Storyboard.Watch the video
    Brand Equity CoverageDate: 22nd February, 2012
    Publisher name: ET Now
    Watch the video
  • Axis Bank launches a new brand campaign - `Badhti ka naam xindagi`Date: 21st February, 2012
    Publisher name: IRIS
    Click here to read the article.

    Axis Bank launches new campaign ‘Badhti ka naam Zindagi’Date: 21st February, 2012
    Publisher name: India Infoline News Service
    Click here to read the article.
  • Badhti Ka Naam Zindagi – Axis Bank Launches New Brand CampaignDate: 21st February, 2012
    Publisher name:
    Click here to read the article.
  • For more articlesDate: 23rd February, 2012 Click Here