See how a Publicis Groupe company, Performics, used GWI data to help their client, Axis Bank explore fresh platforms and pinpoint where their target audience spends their time.
global locations
global clients
performance and branding experts
Rohan Iyer
Senior Business Manager, Brand Planning, Performics
Cyrus Shroff
Chief Client Officer, Performics
Axis Bank wanted to break away from the same conventional digital platforms and connect with their audience in a more meaningful way.
The big question? Where could they find untapped but relevant platforms where their audience is present and open to hearing from brands? They weren’t just looking for the usual ad placements, they wanted to meet their audience where it made sense, in a way that felt relevant and encouraged deeper engagement.
With such a wide audience to reach, Axis Bank needed sharper insights that could help them target platforms where users were actively discovering brands and open to interactions. It wasn’t about shouting louder, it was about showing up in the right place with the right message.
The Performics team built a bespoke GWI dashboard for Axis Bank, uncovering key media planning insights such as purchase habits, brand discovery channels, and music platform usage.
GWI data revealed that 59% of Axis Bank's audience is interested in music and nearly a third discover brands while streaming. This highlighted an exciting opportunity to meet their audience where they already are - on Spotify.
Axis Bank users:
65% 16 - 34
59% music lovers
65% used Spotify
Based on this, Performics created a Spotify campaign using sponsored sessions and eye-catching display ads, that perfectly aligned with Axis Bank’s "Dil Se Open" positioning. The result was an emotionally-charged creative that spoke directly to music lovers in a way that felt personal, authentic, and purpose built for the audience.
Spotify became the ideal platform for Axis Bank to tell its story, engaging users where they spend their time and feel most at home. By focusing on music as a shared love, the campaign transformed streaming into a touchpoint for brand storytelling. Listeners weren’t just hearing ads; they were experiencing content that resonated with their interests and values, reinforcing Axis Bank’s reputation as a brand that understands its audience.
The Spotify campaign was a clear success, proof that creative thinking paired with smart data meant that Axis Bank could spark real engagement in unconventional spaces.
With a standout click-through rate of 2.35% on video ads (far exceeding industry benchmarks), Axis Bank successfully connected with its audience in ways that mattered.
CTR: 2.35% on video ads (well above industry benchmarks of 0.8 - 1%)This campaign was a clear win, and a starting point for what’s next. Axis Bank plans to explore new platforms and push the envelope with campaigns designed to meet audiences where they already are.
