Speaking on this announcement, Rajiv Anand, Deputy Managing Director, Axis Bank said, "We have always been an institution rooted in our values. This, combined with our unwavering commitment to customer-centricity, forms the cornerstone of our unique value proposition. As we navigate an ever-changing and challenging business environment, we are confident that no matter how the landscape changes, an organization that puts the consumer first will always be relevant." Commenting on the campaign, Anoop Manohar, Chief Marketing Officer, Axis Bank said, "Our 'Dil Se Open' campaign, 'harraahdil se open', isa celebration of the values that shape our Bank and drive every employee's commitment to our consumers. At Axis Bank, we believe that banking isn't just about transactions; it's about human connections. Many of our bankers work behind the scenes to make an impact on our customers' lives. In a world where technology often takes center stage, we believe it's our people who make all the difference."