No discussion of popular media is complete without controversy. Some critics argue that the overshadows the actual banking experience. They joke: “The ad is entertaining, but good luck getting that smile at the actual branch.”
The true explosion of happened during the 2020-2021 lockdown. As physical banking halted, digital consumption skyrocketed. Axis Bank pivoted hard, transforming their girl from a TV character into a digital-first creator. No discussion of popular media is complete without