ESAF Small Finance Bank, a forward-thinking financial institution, recently launched its ‘Clap of Joy’ campaign to mark its anniversary. The campaign, designed to capture the emotional essence of the brand, embarked on a unique journey to understand how ESAF resonates with its diverse customer base.
With an 8-member team traveling in a specially designed vehicle, the campaign aimed to uncover the stories behind ESAF’s impact on communities across the nation. This ambitious effort resulted in two films that beautifully illustrated the bank’s contribution to different customer groups and social segments. Over the past seven years, ESAF has consistently strived to make a positive difference, and the ‘Clap of Joy’ campaign encapsulated these achievements.
Covering more than 11,000 kilometers, the team traveled from the bustling streets of Mumbai to the vibrant markets of Kolkata. Along each stop, they interacted with customers, gathering heartfelt feedback and new insights. The journey, both literal and symbolic, provided a wealth of fresh perspectives, reflecting the bank’s ongoing efforts to create meaningful connections.
George Thomas, Executive Vice President of Human Resources at ESAF Small Finance Bank, remarked, “As a socially responsible bank, we are committed to uplifting the communities we serve. The ‘Clap of Joy’ campaign gave us an opportunity to directly engage with our customers and understand the value we bring to their lives. The campaign’s name, ‘Clap of Joy,’ perfectly mirrors the happiness and satisfaction expressed by our customers and stakeholders.”
Sony V. Mathew, Vice President and Head of Branding and Communication, added, “This initiative allowed us to bridge the gap between the bank and our customers. Through personal interactions and feedback, we gained valuable insights that shaped the campaign. The recognition our branded vehicle received during the tour played a significant role in increasing brand visibility, especially in areas where our presence is less prominent.”
The films produced as part of the campaign are a testament to ESAF’s dedication to its guiding principles, known as the 3 Ps: People, Planet, and Prosperity. These values are at the heart of the bank’s mission, driving its efforts to promote social good alongside financial success.
Ad film director Rajesh K. Abraham, who helmed the creative execution, commented on the unique challenge of representing ESAF’s success across India’s diverse regions. “Our goal was to find a universal symbol that could capture the bank’s journey and triumphs, and the act of clapping was the perfect expression of joy and accomplishment. Filming this experience across different parts of the country was a rewarding process, bringing to life the true spirit of the ‘Clap of Joy’ campaign.”
Founded on March 17, 2017, ESAF Small Finance Bank has grown steadily over the years, maintaining a focus on societal well-being. As it continues its mission, the bank remains dedicated to its core values, striving to create a sustainable future for both its customers and the broader community.
The ‘Clap of Joy’ campaign is a vibrant celebration of ESAF’s journey and an affirmation of the positive change it has fostered over the years. Through this initiative, the bank not only commemorates its achievements but also strengthens its commitment to enriching the lives of people across India.
