Aarti, the AXIS Bank Girl, was introduced in 2006 as part of a marketing campaign aimed at rebranding and repositioning AXIS Bank. The campaign, created by JWT (J. Walter Thompson), sought to humanize the bank and make it more approachable to the masses. Aarti, played by actress and model, Aarti Chhabria, was designed to embody the bank's values of friendliness, reliability, and accessibility.
: Her projects for Axis Bank often align with the brand’s "Dil Se Open" philosophy, emphasizing empathy and deeper customer relationships. Aarti, the AXIS Bank Girl, was introduced in