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Axis Bank is the third-largest Indian private sector bank catering to large & mid-size companies, small & medium-sized enterprises[SMEs], and retail businesses. In this blog, we’ll be throwing light upon Axis Bank Marketing Strategy with the help of its marketing mix, marketing campaigns, and digital marketing presence. We will also be discussing how Axis Bank leveraged digital marketing for brand awareness and revenue generation.
Let’s start by learning more about the bank and its achievements in the industry.

Aditya Shastri
Lead Trainer & Business Development Head at IIDE
Updated on: Sep 5, 2024
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Initially, Axis Bank was founded as a UTI Bank [Unit Trust of India] in 1993 with its registered office in Ahmedabad & corporate office in Mumbai. The bank was promoted widely by some of the best financial institutions in the country such as the Life Insurance Company [LIC], General Insurance Corporation of India [ GIC], National Insurance Company Ltd, etc.<\/span><\/p>\n The bank has achieved many milestones over the years, such as being voted for the M<\/span>ost Trusted Private Sector Bank in the country in the Most Trusted Brands survey 2013 by Brand Equity, Bank of the Year \u2013 Money Today FPCIL Awards 2012\u201313, amongst many others.\u00a0<\/span><\/p>\n <\/p>\n Let us now dig into the marketing mix of Axis Bank to study the factors that led to its present success.<\/span><\/p>\n <\/p>\n <\/p>\n Marketing mix refers to a model comprising of a set of tools that market a company\u2019s services to its target audience, gaining influence in the market. The 7Ps which affect the marketing of a brand are:<\/span><\/p>\n <\/p>\n Keeping Axis Bank & its subsidiaries- Axis Asset Management, Axis Mutual Fund Trustee, Axis Capital, etc. in our minds, let\u2019s have a look at its marketing mix:<\/span><\/p>\n <\/p>\n There are many products offered by the Bank, such as:\u00a0<\/span><\/p>\n <\/p>\n These services can be accessible to all through Axis\u2019 banking channels.<\/span><\/p>\n There are regulations set by the RBI that the bank should follow while deciding upon the pricing strategy. The main pointers include the interest rate, commission charges & consulting fee.<\/span><\/p>\n As suggested by the Government of India the bank should also, like every other bank in India, assist & aid the economically backward sections & senior citizens with their plans & schemes.<\/span><\/p>\n The place strategy plays an important role in determining where the services or products will gain maximum consumer purchases.\u00a0<\/span><\/p>\n <\/p>\n Promotions are crucial for marketers to influence & persuade the consumers by reminding them why they should choose their services.<\/span><\/p>\n <\/p>\n <\/p>\n Now that we\u2019ve thoroughly understood the marketing mix of Axis Bank, let\u2019s move on to some of the marketing strategies implemented by them.<\/span><\/p>\n <\/p>\n <\/p>\n Axis Bank\u2019s strategic marketing is something that has garnered popularity and praise for the bank as it\u2019s slowly & swiftly moving its way up to be the most accessible bank in the market. Following are some insights on Axis Bank Marketing Strategy:<\/span><\/p>\n <\/p>\n <\/p>\n Let\u2019s move further and get an ever-deeper insight into Axis\u2019 marketing by analyzing its digital marketing strategy.<\/span><\/p>\n <\/p>\n <\/p>\n Despite smoothly moving upwards through digital platforms, Axis Bank has integrated a new philosophy of blending a human touch into their services. Here are some of the digital campaigns of Axis Bank:<\/span><\/p>\n <\/p>\n <\/p>\n <\/p>\n Axis Bank executed an impressive digital marketing strategy by cross-promotions and conducting digital campaigns. An extension of their digital presence is their social media marketing. Let\u2019s take a deeper look at it in the next segment of the blog.<\/span><\/p>\n <\/p>\n <\/p>\n The Social Media strategy of Axis Bank was somewhat disappointing, to say the least, but has started improving in the past few years. Here is a quick summary of their digital presence on social media platforms:<\/span><\/p>\n <\/p>\n The Bank has a good presence on these social media platforms but the engagement rate with their followers should be much higher for a company in their position.<\/span><\/p>\n They must be open to what the consumers think & expect from the brand, and be receptive to their suggestions to make the services better. Regardless, the bank did a great job when it came to advertisements. So much so that Facebook conducted a case study on how Axis Bank used Facebook Ads for brand awareness and revenue generation.<\/span><\/p>\n <\/p>\n <\/p>\n The brand is very active on Instagram and consistently communicates information about its products. They assist with all the queries of their customers. One tool that could benefit the brand more though would be using reels. Having the much useful \u2018reels\u2019 feature incorporated in our Instagram feeds, the brand should reap the benefits of this new high-engagement and reach driving tool. They should find more interesting ways of interacting with the followers, like giving out tips & tricks related to banking & finances to the common masses.<\/span><\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Overall, it can increase its engagement with the customers, be more user-friendly, accessible & make the users feel more connected with the brand.<\/span><\/p>\n <\/p>\n <\/p>\n In the last section of this blog, we will talk about some suggestions that could greatly benefit the bank, after analyzing and researching their various marketing efforts.<\/span><\/p>\n Even though Axis Bank has opted for one of the best ways to grow in business since its arrival in 1993 in Ahmedabad, there\u2019s still a need for them to expand its reach & provide services to the lower-middle-class.\u00a0<\/span><\/p>\n They can target young audiences & grow exponentially by blending online services and AI. This would make the youth perceive the bank positively. <\/span>They can also easily manage to take over the new generation of customers by prioritizing extensive reach on social media platforms, making them trust the<\/span> brand better.<\/span><\/p>\n <\/p>\n <\/p>","tablet":""}},"slug":"et_pb_text"}" data-et-multi-view-load-tablet-hidden="true"> Initially, Axis Bank was founded as a UTI Bank [Unit Trust of India] in 1993 with its registered office in Ahmedabad & corporate office in Mumbai. The bank was promoted widely by some of the best financial institutions in the country such as the Life Insurance Company [LIC], General Insurance Corporation of India [ GIC], National Insurance Company Ltd, etc. The bank has achieved many milestones over the years, such as being voted for the Most Trusted Private Sector Bank in the country in the Most Trusted Brands survey 2013 by Brand Equity, Bank of the Year – Money Today FPCIL Awards 2012–13, amongst many others. Let us now dig into the marketing mix of Axis Bank to study the factors that led to its present success. Marketing mix refers to a model comprising of a set of tools that market a company’s services to its target audience, gaining influence in the market. The 7Ps which affect the marketing of a brand are: Keeping Axis Bank & its subsidiaries- Axis Asset Management, Axis Mutual Fund Trustee, Axis Capital, etc. in our minds, let’s have a look at its marketing mix: There are many products offered by the Bank, such as: These services can be accessible to all through Axis’ banking channels. There are regulations set by the RBI that the bank should follow while deciding upon the pricing strategy. The main pointers include the interest rate, commission charges & consulting fee. As suggested by the Government of India the bank should also, like every other bank in India, assist & aid the economically backward sections & senior citizens with their plans & schemes. The place strategy plays an important role in determining where the services or products will gain maximum consumer purchases. Promotions are crucial for marketers to influence & persuade the consumers by reminding them why they should choose their services. Now that we’ve thoroughly understood the marketing mix of Axis Bank, let’s move on to some of the marketing strategies implemented by them. Axis Bank’s strategic marketing is something that has garnered popularity and praise for the bank as it’s slowly & swiftly moving its way up to be the most accessible bank in the market. Following are some insights on Axis Bank Marketing Strategy: Let’s move further and get an ever-deeper insight into Axis’ marketing by analyzing its digital marketing strategy. Despite smoothly moving upwards through digital platforms, Axis Bank has integrated a new philosophy of blending a human touch into their services. Here are some of the digital campaigns of Axis Bank: Axis Bank executed an impressive digital marketing strategy by cross-promotions and conducting digital campaigns. An extension of their digital presence is their social media marketing. Let’s take a deeper look at it in the next segment of the blog. The Social Media strategy of Axis Bank was somewhat disappointing, to say the least, but has started improving in the past few years. Here is a quick summary of their digital presence on social media platforms: The Bank has a good presence on these social media platforms but the engagement rate with their followers should be much higher for a company in their position. They must be open to what the consumers think & expect from the brand, and be receptive to their suggestions to make the services better. Regardless, the bank did a great job when it came to advertisements. So much so that Facebook conducted a case study on how Axis Bank used Facebook Ads for brand awareness and revenue generation. The brand is very active on Instagram and consistently communicates information about its products. They assist with all the queries of their customers. One tool that could benefit the brand more though would be using reels. Having the much useful ‘reels’ feature incorporated in our Instagram feeds, the brand should reap the benefits of this new high-engagement and reach driving tool. They should find more interesting ways of interacting with the followers, like giving out tips & tricks related to banking & finances to the common masses. Overall, it can increase its engagement with the customers, be more user-friendly, accessible & make the users feel more connected with the brand. In the last section of this blog, we will talk about some suggestions that could greatly benefit the bank, after analyzing and researching their various marketing efforts. Even though Axis Bank has opted for one of the best ways to grow in business since its arrival in 1993 in Ahmedabad, there’s still a need for them to expand its reach & provide services to the lower-middle-class. They can target young audiences & grow exponentially by blending online services and AI. This would make the youth perceive the bank positively. They can also easily manage to take over the new generation of customers by prioritizing extensive reach on social media platforms, making them trust the brand better.MARKETING MIX OF AXIS BANK<\/strong><\/h2>\n
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1. Axis Bank Products Strategy\u00a0<\/strong><\/h3>\n
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2. Axis Bank Pricing Strategy\u00a0<\/strong><\/h3>\n
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3. Axis Bank Place Strategy<\/strong><\/h3>\n
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4. Axis Bank Promotion Strategy<\/strong><\/h3>\n
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AXIS BANK MARKETING STRATEGY<\/strong><\/h2>\n
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– Axis Bank Digital Marketing Strategy <\/strong>\u00a0<\/strong><\/h3>\n
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– Social Media Marketing of Axis Bank<\/strong><\/h3>\n
Facebook & Twitter:\u00a0\u00a0<\/strong><\/h4>\n
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Instagram:<\/strong><\/h4>\n
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SUGGESTIONS<\/strong><\/h2>\n
ABOUT AXIS BANK
MARKETING MIX OF AXIS BANK
1. Axis Bank Products Strategy
2. Axis Bank Pricing Strategy
3. Axis Bank Place Strategy
4. Axis Bank Promotion Strategy
AXIS BANK MARKETING STRATEGY
– Axis Bank Digital Marketing Strategy
– Social Media Marketing of Axis Bank
Facebook & Twitter:
Instagram:
SUGGESTIONS


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CONCLUSION
So, as we’ve seen, the times are changing, so are the ways of people interacting with different institutions. Axis Bank’s dynamism of including technical ways to move ahead with time shows the bank’s capability towards elevation, wishing to surpass its competitors. It has made major strides of excellence since it came to being and will continue to do so with the loyalty and support of its customers & the bank’s continuous need to evolve its methods & ways of interacting with the audience.
What according to you is the best & most effective way of marketing? Do share your views. Thank you for taking out your valuable time and reading this blog. If you liked it, then do share it with someone who would be interested too. If you are interested in more case studies like Axis Bank Marketing Strategy, check out the knowledge portal on our website!
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Author's Note:
I’m Aditya Shastri, and this case study has been created with the support of my students from IIDE's digital marketing courses.
The practical assignments, case studies, and simulations completed by the students in these courses have been crucial in shaping the insights presented here.
If you found this case study helpful, feel free to leave a comment below.
Aditya Shastri leads the Business Development segment at IIDE and is a seasoned Content Marketing expert. With over a decade of experience, Aditya has trained more than 20,000 students and professionals in digital marketing, collaborating with prestigious institutions and corporations such as Jet Airways, Godrej Professionals, Pfizer, Mahindra Group, Publicis Worldwide, and many others. His ability to simplify complex marketing concepts, combined with his engaging teaching style, has earned him widespread admiration from students and professionals alike.
Aditya has spearheaded IIDE’s B2B growth, forging partnerships with over 40 higher education institutions across India to upskill students in digital marketing and business skills. As a visiting faculty member at top institutions like IIT Bhilai, Mithibai College, Amity University, and SRCC, he continues to influence the next generation of marketers.
Apart from his marketing expertise, Aditya is also a spiritual speaker, often traveling internationally to share insights on spirituality. His unique blend of digital marketing proficiency and spiritual wisdom makes him a highly respected figure in both fields.