As a financial institution, Axis Bank’s storytelling focuses on "Relationships" in the banking sense (bank-customer relations). However, the advertisements often depict slice-of-life romantic storylines to humanize the brand.
Here is the report analyzing the romantic narratives and relationship dynamics portrayed in their campaigns.
REPORT: Analysis of Relationship Dynamics and Romantic Storylines in Axis Bank Advertising As a financial institution
Date: October 26, 2023 Subject: Deconstruction of the "Axis Bank Girl" Persona and Romantic Narratives in Brand Storytelling
The "Badhti Ka Naam Zindagi" (Life is about moving forward) campaign series focused heavily on long-term marital dynamics. As a financial institution
The romantic narratives in Axis Bank ads typically follow a "Life Stage" model, where the banking product facilitates the next step in the couple's journey.
Campaigns for home loans or car loans often depict the transition from dating to serious commitment. As a financial institution
In campaigns targeting savings accounts and credit cards (especially those featuring Rashmika Mandanna), the romance is depicted through banter and shared experiences.