For banks today, success is measured not just in profits but in the thousands of small moments of customer delight every day.
So when Axis Bank set its sights on becoming India’s most customer-obsessed bank, the spotlight fell on its frontline: 100,000 employees across 5,300 branches, meeting millions of customers every day. To channel that interaction at scale, Axis Bank created SPARSH Week: an annual, month-long nationwide campaign that celebrated customer-first banking. It gave staff the space to celebrate customer delight and turn customer obsession into an everyday habit.
For SPARSH Week 2024, the goal was to create an activation campaign that Axis Bank and its partners could roll out seamlessly across 5,300 branches.
We anchored the campaign in Love To Serve You, a tagline that made service feel less like duty and more like pride. But at the scale we were speaking, a long phrase alone wouldn’t cut it. It needed the speed and stickiness of the world employees already live in: shorthand, emojis, acronyms.
So we gave it wings as LTSY, a short form built for today. Quick to type, easy to repeat, and primed for virality. Employees could wear it on a badge, pass it in a WhatsApp group, or shout it out at a branch meeting.
LTSY aimed at turning every employee into a customer’s cheerleader, reframing customer delight as something to celebrate and reminding everyone that a smile is the best return a bank can earn.
We gave Love To Serve You a form employees could own, crafting “Love to” affirmations. These were playful, personal lines that turned values into everyday declarations. Love to act on feedback. Love to dream big. Love to keep promises.
To make the affirmations stick, we paired each with a signature hand gesture. A clap, a point, a promise - simple symbols that employees could show, not just say. This performative layer made the values tangible: something employees would love to flash across a branch floor, share in a WhatsApp group, or wear on a badge.
We built the campaign to scale - flexible and simple for multiple partners to activate across thousands of branches. It carried the same energy across geographies and contexts, staying as relevant on a branch poster in a small town as it did on stage at the bank's national headquarters. From emailers and WhatsApp messages to badges, notepads, and branch displays, every element worked together to create a unified, celebratory experience to across the country.