Deepika
Padukone
has
been
roped
in
endorse
Axis
Bank.
She
will
front
the
private
sector
bank's
new
campaign
'Badhne
ke
kai
naam
hai',
and
says
she's
happy
to
be
associated
with
a
service
so
important
to
an
individual's
progress.
"A
bank
plays
a
very
important
role
in
the
progress
of
so
many
individuals
and
I'm
proud
to
be
a
part
of
the
Axis
Bank
team," Deepika
said
in
a
statement.
She
is
happy
that
being
a
woman,
she
has
been
chosen
to
represent
the
brand
as
she
sees
"no
reason
why
any
industry
should
be
dominated
by
either
gender
in
today's
day
and
age".
"Like
I
mentioned
earlier,
a
bank
plays
such
an
important
role
in
the
progress
of
so
many
individuals,
and
that's
what
has
excited
me
the
most
about
this
association,"
she
added.
Deepika,
who
grew
from
being
a
badminton
player
to
a
model
and
then
actress,
says
she
believes
in
the
brand's
philosophy,
'Badhti
Ka
Naam
Zindagi'
"I've
always
believed
that
if
you
stop
growing,
you
stop
being.
Moreover,
progress
is
a
very
individual
thing.
What
it
means
to
you
might
be
very
different
from
what
it
means
to
me.
But
yet
for
both
of
us,
it's
the
most
vital
part
of
our
lives.
In
a
way
it's
a
common
thread
that
binds
us,"
she
said.
This
is
the
first
association
of
the
bank
with
a
celebrity,
and
the
idea
behind
zeroing
in
on
Deepika
is
because
"her
journey
of
progress
represents
the
new
India
which
is
young,
hardworking,
in-tune
and
aware
of
the
world
around
them",
said
Rajiv
Anand,
president,
Retail
Banking,
Axis
Bank.
"She
is
contemporary
yet
there
is
an
innate
Indian-ness
about
her.
We
believe
these
qualities
will
fit
the
brand
perfectly,"
Anand
added.
The
campaign,
designed
by
Lowe
Lintas
lies
in
the
space
that
progress
has
many
dimensions
and
talks
about
the
holistic
nature
of
progress
and
highlights
Axis
Bank's
journey
as
a
customer-centric
bank.
The
new
campaign
featuring
Deepika
is
directed
by
English
Vinglish
director
Gauri
Shinde.