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Areas for Improvement
2. The Romantic Storyline as Financial Allegory
Case Study: “Aparna & Rohan” – The #KhulKeBadho Campaign (2019-2021)
One of Axis Bank’s most memorable romantic arcs appeared in a series of digital films featuring a young woman, Aparna, and her boyfriend, Rohan. The storyline tracked their relationship from dating to marriage, but with a twist: Aparna is the primary earner and financial planner. The storyline tracked their relationship from dating to
Cultural impact: Axis Bank’s romantic and relational narratives have influenced other brands (Tata Capital, HDFC Life) to adopt similar “relationship-led” storytelling. However, critics note that the bank’s actual gender diversity in leadership lags behind its progressive ads. One day, Rohan decided to surprise Aaradhya with
One day, Rohan decided to surprise Aaradhya with a special gift. He planned a romantic getaway to a hill station, where he proposed to her under the stars. Aaradhya said yes, and they shared a kiss as the world around them melted away.
The Storyline: In these narratives, the protagonist often faces the challenge of dating men who might be intimidated by her salary or her title as a Vice President or Branch Manager.