India – To mark Republic Day, Axis Bank has teamed up with AutumnGrey, a Grey company, to introduce a new approach to digital security by rethinking how PINs are created and remembered.

The ‘Devanagari PIN,’ developed by Axis Bank and AutumnGrey, uses a custom-built font that incorporates hidden numbers within the Devanagari script, presenting an innovative approach to digital security rooted in Indian tradition.

This PIN departs from common combinations like birthdates, anniversaries, and patterns, which often leave users vulnerable to fraud. By embedding hidden numbers within the Devanagari script, it acts as a visual mnemonic, making PINs easier to recall while significantly enhancing security.

The Devanagari PIN introduces a unique feature that allows users to convert everyday words, such as a name, mantra, or place, into secure and hard-to-guess PINs. This approach enables the creation of personalised PINs that are easier to remember while enhancing security.

“Innovation doesn’t always mean inventing something new. It can also mean reimagining what we already have. With Devanagari PIN, we’ve transformed a global issue into a distinctly Indian solution. This is creativity with purpose, making banking safer and more personal for millions,” said Anusha Shetty, chairperson and group CEO of Grey India.

Axis Bank users can create their own Devanagari PIN by visiting www.devanagaripin.com.

India – Axis Bank, in collaboration with marketing agency AutumnGrey, a Grey company, has launched Achh.ai—a platform designed to make Diwali shopping more meaningful by merging festive rewards with the spirit of kindness. 

Achh.ai enables users to explore exclusive offers while receiving gentle reminders to embrace kindness, capturing the true spirit of Diwali. With options to type or speak to find deals, the platform ensures a seamless, user-friendly experience that adds a mindful touch to festive shopping.

The name ‘Achh.ai’ is derived from the word ‘Achhai,’ meaning kindness or good deeds. This platform’s unique approach aligns with Axis Bank’s philosophy of ‘Dil Se Open,’ expanding this spirit of openness to embrace acts of achhai (goodness) during a season when giving holds special significance.

Anusha Shetty, chairperson and group CEO of GREY India, shared, “We envisioned Achh.ai as more than a tool for finding discounts; it’s a celebration of kindness and community. It’s our way of bringing a little more ‘achhai’ to each shopping moment, elevating festive buying to something more impactful.”

The ongoing Achh.ai campaign is live across major social media platforms, including Facebook, YouTube, and X, and has generated enthusiastic responses. Influencers like Jatin Sapru, Karan Wahi, Nupur Sanon, and Saransh Goila have shared their experiences with Achh.ai, highlighting its impact across food, shopping, travel, and more.