NEED FOR IDENTIFICATION

EXPLANATION:
AFFECTIVE

GROWTH

PASSIVE

INTERNAL

Need for identification means that a person plays various roles.

A person may play the role of college student, sorority member, bookstore employee, fiance, and many others.
One gains pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted.
Marketers encourage consumers to assume new roles (become a skateboarder) and position products as critical
for certain roles.
CHOSEN AD:
The ad that we have chosen is:
AXIS BANK
BADHTI KA NAAM ZINDAIPROGRESS ON
http://www.youtube.com/watch?v=0EI1b1U7bIc&feature=related

SAMPLE STORYBOARD:
Attributes
Central character

Setting

Influencer

Drama

Description
A common face of an ambitious young man
between 20 to 40 years of age. Plays the roles of a
son, employee, boyfriend, fiance, husband, father
and then a successful entrepreneur at various stages
in life.
The ad has varying setup according to the roles
played by the young man ranging from home to
office to restaurants to self-owned factory along
with holiday destinations.
Success in various stages of life without facing any
financial constraints due to the monetary facility
provided by axis bank
The drama focuses around a young educated man
who finds a job and gets his first salary through
axis bank cheque and becomes its customer. Then
he gets promotions in his office. He finds a girl;
dates and gets married eventually becoming a
father. Due to the financial security provided by the
bank he is able to leave his lucrative job and starts

Inferred consumer segment

Inferred benefit statement

a business of his own finally becoming a successful

entrepreneur. This completely verifies the tagline:
badhti ka naam zindagi.
Targeted at ambitious youth mostly middle class
aged20-40 years who wish to secure their future.
Axis bank 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.

REASON FOR CHOOSING THE AD:

AFFECTIVE
Aspires to the inner
beliefs, ambitions,
feelings and the need
for security in life

GROWTH
It is visible progress
through the various
stages of life and
contentment is not any
part of it.

PASSIVE
The behavior is in
response to the external
environment

INTERNAL
This suffices the
internal need of being
well off and not facing
any monetary problems

The ad is based on a person who enacts various roles in life. It portrays the idea of the need for identification of
the consumer who himself goes through these stages in life. The youth faces various financial insecurities which
axis bank as a partner helps in resolving.
It resonates well with the idea that:
Success is more than a milestone. Its a journey. And were with you every step of the way.
This campaign marks the evolution of Axis Bank brand from playing the role of a problem solver in the
customers life, to that of an encouraging and enthusing partner by owning an attitude and belief that resonates
with target audience in everyday life.

By: Group9
PGP/15/082

Devina

PGP/15/123

Vidisha

PGP/15/163

Pratima Rani

PGP/15/093
PGP/14R/31
7

Manish Day

PGP/14R/19
8

Yogesh
Yogiraj