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: A 2025 Women’s Day initiative featuring actress Shefali Shah , focusing on financial products designed specifically for women’s professional and personal ambitions. Other Notable Female Figures

: Her debut campaign highlighting progress through different life stages. : A 2025 Women’s Day initiative featuring actress

: Older campaigns, such as those directed by Gauri Shinde, were lauded for putting the Indian mother in the "driver’s seat" as the key financial decision-maker during major life events like home buying. In more recent years, the "Axis Bank girl"

In more recent years, the "Axis Bank girl" concept has shifted from a single celebrity face to a broader commentary on female financial identity. The bank’s #FinanceWithoutBias The campaign has also helped to position Axis

The campaign has had a significant impact on Axis Bank's brand perception. According to a survey, the campaign has resulted in a 25% increase in brand awareness and a 30% increase in customer engagement. The campaign has also helped to position Axis Bank as a customer-centric bank, which is committed to understanding and fulfilling the emotional needs of its customers.