Ujjivan Small Finance Bank, a leading player in India’s banking sector, has introduced its latest campaign, ‘Banking JaiseMeriMarzi,’ designed to highlight the simplicity and flexibility of its banking services.
This initiative underscores the bank’s commitment to providing a seamless and accessible banking experience, tailored to the diverse needs of its customers.
The campaign revolves around a catchy jingle that encapsulates the ease and convenience of banking with Ujjivan. Whether through digital platforms or traditional in-branch services, the campaign showcases how Ujjivan caters to various customer groups, including busy professionals and senior citizens, making banking straightforward and efficient for all.
Set to run for seven weeks starting September 2, 2024, the campaign will be rolled out in 11 regional languages, ensuring broad reach and resonance across the country. It will be promoted across multiple channels, including the Web, OTT platforms, social media influencers, and Ujjivan branches, to maximize its impact.
Carol Furtado, Executive Director at Ujjivan Small Finance Bank, expressed the bank’s vision behind the campaign: “As a bank dedicated to serving the mass market, our mission is to foster financial and digital inclusion for all our customers. This campaign is our commitment to making banking not only easy and accessible but also secure across both physical and digital channels. With our comprehensive digital banking products, we aim to position Ujjivan as the go-to partner for convenient and reliable banking.”
Lakshman Velayutham, Chief Marketing Officer at Ujjivan, elaborated on the inspiration behind the campaign, stating, “Many people view banking as a tedious, time-consuming task. With this campaign, we want to change that perception by showing that banking with Ujjivan is now ‘Easy-Easy’. Our tech-savvy customers have been the driving force behind this lively jingle, and we believe it will resonate with them, encouraging them to explore the simpler side of banking with us.”
Plan B Advertising, the creative agency behind the campaign, played a pivotal role in bringing this vision to life. Sunil Penugonda, CEO of Plan B Advertising, shared his thoughts: “Ujjivan is not just another bank; it is a bank that genuinely places its customers at the heart of its operations. This campaign captures the essence of easy and convenient banking, something we believe will stick with people, thanks to the jingle that is both straightforward and unforgettable.”
Karthik Venkataraman, Creative Director at Plan B, added, “Our goal was to effectively communicate the wide range of products and services Ujjivan offers, along with their benefits. We opted for a cheerful, memorable jingle paired with fun, contemporary dance moves that reflect the campaign’s spirit. Together, they create a vibrant, engaging narrative that brings Ujjivan’s offerings to life in a way that will leave a lasting impression.”
The ‘Banking JaiseMeriMarzi’ campaign is a testament to Ujjivan’s dedication to making banking more accessible, user-friendly, and enjoyable for everyone, reinforcing its position as a bank that truly understands and meets the needs of its customers.