Axis Bank has rolled out a campaign, #HumNahiDarte (we are not scared), on the occasion of Independence Day.

Conceptualised by Lowe Lintas, the campaign comprises a film. The ad is an ode to Kashmir’s spirit, urging people to pack their bags and go experience the mesmerising beauty of the state. Highlighting the story of Kashmir, the film not only showcases the scenic landscapes but also weaves in the rich cultural heritage, local craftsmanship, and heartfelt stories of the people; bringing to life the essence of Kashmir in a meaningful and authentic way.

What we think about it:  A heartfelt tribute to the enduring spirit and breathtaking beauty of Kashmir, the film taps into the emotional and cultural pulse of the region. The film breaks away from the usual mould of Independence Day films and the brand’s offerings are thoughtfully woven into the narrative.

The film released on 14 August.