Angle of Elevation tilted on an AXIS

Country's third largest private lender, a thirteen year old financial services brand, boasting of a customer base of 6.5 million and a new acquisition pace of 2 lakhs every month – still they say “What’s in a name”(“Whatsinaname.in”).

Incidentally AC Nielsen had recently tabulated country’s “Most Valued Brands”, where in a bouquet of brands from all sectors UTI made it to rank 41. This shows that it has found some attention. The recent re-branding has brought about a lot of discussion among my friends & many others. Especially the TVC; has caught eye-balls almost everywhere.

I remember talking to Arka this morning. In verbatim he said, “Kolkatta mein, agarr tere paas UTI ka debit card hai, toh samajh le tere paas paise hain….Har 5 minute …10 minute ke baad you will find an UTI ATM. They provide the best banking service solution”. Well obviously the best which he said was a kind of vox populi.

I traveled the western line by Mumbai local, during my summer internship everyday. I had stepped down on almost every station on the western line & always used to find an UTI ATM on the eastern or western side. Accessibility is what, I think that have capitalized on. The corporate lingua franca speaks of an ambitious plan to diversify into non banking financial sector. The bank, with a customer base of six million, is planning inorganic growth for its ventures dealing with new areas. It is also overhauling its corporate banking with the involvement of McKinsey.

“We had to change our name to have our own brand and identity. We had to give up the UTI name after using it for 13 years as we were not prepared to accept terms and conditions (including royalty) from UTI AMC to use the name,” explained PJ Nayak, chairman & CEO, Axis Bank, adding that the new name was chosen considering the bank’s pan-Indian as well as international presence. The reason for changing the name UTI to AXIS, what I found was rather an attempt to shed the “public sector connotation”.

The need arose with the fact that the board felt the existence of several shareholder-unrelated entities using the UTI brand, and the consequent brand confusion that the UTI brand generates. Brand UTI is wholly owned by UTI Asset Management Company, which is owned by shareholders who have nothing to do with UTI Bank’s shareholder, SUTI. UTI Bank was authorised to use the UTI name for five years, a covenant that expired in January. In 2002, UTI was split into two — the MF and the special purpose vehicle. A decision was taken then that, the brand name will go to the mutual fund. The shareholding in the bank is with the special purpose vehicle. Other entities will be allowed to use the name till January 2008. Today because of synergies, the brand was as much associated with the bank as it was associated with the mutual fund. Most people think about the bank, when they think of the brand. UTI Bank was always a private sector bank. The RBI has certified it with a private license & out of 11 directors on the board, seven are independent directors. There was always confusion among many of us that UTI Bank meant Unit Trust of India, which gave a perception of the bank's brand name belonged to the government. This confusion will speak no more, as expected after the re-branding.

(Will be coming up with the rebranding strategy of UTI Bank to AXIS in the next post so that the bigger picture comes out after the reasons stated here. This post took me quite a long time -- may be because Banking & Financial Sector is not in my interest but what was exiciting was to find the reasons as why after all this happened --- was there a latent need -- or was it just another marketing & communication gimmick, hope you will find the substance stated worth the effort & attempt behind it...

Mrutyunjay)

“Bhaiya …Ek Bisleri Dena”

A brand name getting generic is perhaps “the” pinnacle, it can ever achieve. When it comes to recall value, it’s a kind of home runs scored if people recall your brand’s name for that product. The commonest of examples is “Xerox”. It’s very unusual for a layman using the word photocopy. It is like getting communicated not by getting or grabbing attention rather by being so non-specific that people obviously opt for it or rather see it in other brands too. Getting copied is also adding value to your credential. You are the buzz hence you are being copied.

There have been attempts in the past to achieve this coveted wish by many brands. Some made it big, some came close. When it comes to scooter, what I can recall right at this moment is “Bajaj”. No doubt “Pulsar” being their brainchild, which also has made a mark of its won by acquiring the largest market share in 150 cc two-wheeler segment. But “Bajaj” will always carry the tag of being referred to as a scooter. I wont say that it became completely generic, at par with the word “scooter”, but to a large extent of course.

Internet search engines have eased of the work of research agencies, advertising agencies (to some extent…hope I am not wrong) & at last for students like who do some intensive search on “Google” to get content on the 4th or 6th page that can be easily copied & your assignment is done. (Not to hurt the sentiments of those who make it a point to go through the content & form their own view point as far as assignments are concerned.) But the search ought to be on “Google”. There have been other popular search engines like Yahoo, Wikipedia, Answers, Ask, Find Articles & the list continues. But the largest share of recall value goes for “Google:”



Drinking water or mineral water has a market of its own in India. The organized market has “Bisleri” on top, which has a market share of close to 63%. While the total market (organized + unorganized),it has been found that there are more than 200 brands that exist & 80% being local player.
Still “Bisleri” – matlab mineral water.

So guys put on your thinking cap & think of brands you think have made or will definitely make such a mark, will achieve the zenith of branding ever. And of course what all could be the possible reasons other than “first mover advantage”. Because as a first mover you do not always end up being “generic”.

“Pehle aankhen band karo,”

Brand: Airtel
Agency: Rediffusion | DYR.


The latest ad from this super-brand is an explicit expression of how Indians are hit, the most by emotions. No doubt that what sells here is sleaze or SRK, but Indian ads provide all food for emotion. And that is exactly what Airtel has been doing in its ads. The one prior to this where a young lad returns to his grand parents & uses his mobile phone (rather Airtel network), to bring about an interaction between his parents & grand parents, who haven’t met for long. Tears roll down the old one’s eyes. I mean, if not people of my age but still the old ones at place, at home, in a family – they can hear the chords being struck.

The recent one is of course…sheer emotions. Child returning from school – it starts raining – the child enjoys the rain – calls his father & ask him to close his eyes & makes him hear the water droplets falling outside. Bingo – you tend to get back to your school days. Remember what all dim-witted things you did while you were in school.

The prior ads to these other than the one mentioned earlier here were more in to mass appeal. The SRKs & Tendulkars’ type, which, were rather more into tapping the upstream, & A3 segment. The recent ads are more in to relations. It is more like putting relations at par with the network.

“Kuch bandhan atoot hote hain, jaise Airtel ka network.”



Juxtaposing this one with the “You & I – in this beautiful world” of Hutch seems as if both the ads are of same genre. Both tend speak of their web extent. Where as in comparison to BSNL Cellone has roped in Perky Priety as their brand ambassador, and is looking for some desperate attempt to hold on to their present position.

But the “baap” all, as far ads are concerned is the latest from the “Idea” front. The monkey picking up the cell-phone….too good an ad. A concept not virgin but cleverly worked out.

Now its your turn – take a close look at all the four ads & check which seems to convey the message to a certain extent of satisfation.