Deepika Padukone serves Axis a unique cocktail

How brands decide on a celebrity to endorse their products or services is a matter of in- depth research and analysis.
The research is not just restricted to FMCG and other consumer goods per se, but has widened to more serious sectors like banking - especially the private ones.
The country's largest private bank ICICI Bank reached out to a more serious kind of an ambassador with superstar Amitabh Bachchan.
The third- largest private bank Axis Bank, with HDFC Bank on the second spot, is banking on the cool quotient that Deepika Padukone is supposed to exude.
Axis has already been reaching out to young customers with its services both online and on the mobile, but this would be the first time it has reached out to them through a popular face.
The company says Deepika would bring in fresh energy, youth and vitality to the bank's new philosophy of Badhti ka naam zindagi ... or Progress On... ahead.

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