Mumbai, Jan 28:Axis Bank, in collaboration with Grey India, has unveiled #DeshKaLocker, a Republic Day campaign that redefines how Indians express respect for the national flag. The initiative urges citizens not only to raise the tricolour with pride, but also to reflect on what happens after the celebrations end.

Every year on January 26, millions of flags are hoisted across homes, schools, and workplaces nationwide. Yet once the day concludes, many of these flags are often left unattended, mishandled, or quietly discarded. Desh Ka Locker brings attention to this overlooked moment, reminding the nation that true respect for the flag extends beyond hoisting—it includes caring for it with dignity even after the occasion has passed.

Rooted in Axis Bank’s core promise of safety and trust, the campaign expands the idea of protection beyond financial security. This Republic Day, the Bank invites Indians to safeguard something deeply personal and patriotic—the national flag itself.

Commenting on the idea, Harsh Kapadia, Chief Creative Officer, Grey India, said:

“India knows exactly what to do on the morning of January 26. What we don’t talk about is the evening. Desh Ka Locker comes from that gap. It turns a moment of emotion into a simple behaviour—raise the flag with pride, then keep it with pride.”

The campaign is anchored by a powerful brand film inspired by the journey of world champion boxer Nikhat Zareen. It traces her years of discipline, sacrifice, and perseverance leading up to a defining moment on the podium, standing beneath the tricolour as the national anthem plays.

Just as the film seems to reach its natural conclusion, it reveals a quiet yet poignant second act. Nikhat carefully folds the flag and places it inside a locker—symbolising a simple but profound truth: responsibility towards the national flag does not end when it is hoisted, but continues even when it is no longer on display.

Through this gesture, the film brings alive the central thought of the campaign:
Whatever your reason to raise the flag—victory, a milestone, or a new beginning—keep that pride safe.

Activated across 4,600 Axis Bank branches nationwide, #DeshKaLocker transforms Axis Bank’s safe deposit lockers into more than just a place for valuables. This Republic Day, they become a respectful home for the national flag—serving as a reminder that protecting what matters most also includes the symbols we hold sacred.