Ad Campaigns
ESAF Small Finance Bank undertakes heartfelt ‘Clap Of Joy’ campaign
Mumbai: ESAF Small Finance Bank, the new-age bank, has launched an emotional and innovative ‘Clap of Joy’ campaign to celebrate its anniversary. This unique campaign, envisioned by the brand, had an 8-member crew set out on a journey in a themed vehicle.
The intention was to gauge the emotion that ESAF, as a brand, stood for. The result was two emotional and powerful films that reflected the impact made on different communities and customer segments of ESAF. The campaign covered the organisation’s achievements over the past seven years.
From the vibrant streets of Mumbai to the humble dwellings and bustling markets of Kolkata, each leg of the journey added a new chapter to the story and offered fresh perspectives. The impact was clearly evident from the feedback of the customers. Travelling over 11,000 kilometres across the heart of India, amidst the richness of its culture, was truly memorable for the participants. There was curiosity, and they captured attention wherever they went.
Small Finance Bank EVP-HR, ESAF George Thomas expressed his enthusiasm and said, “As a social bank, we believe in upholding society as a whole. Therefore, we decided to gather perspectives from both customers and beneficiaries. The campaign name ‘Clap of Joy’ resonated well with the experiences of our customers and well-wishers.” Speaking about the campaign, Sony V. Mathew, VP, head of branding & communication, said, “Clap of Joy was an initiative aimed at closely interacting with our customers and measuring their experience. We visited customers across different segments and gathered valuable feedback. The insights derived from this led to the creation of the ‘Clap of Joy’ campaign, which was planned as part of our anniversary celebrations. The attention garnered by the branded vehicle was invaluable, significantly contributing to brand awareness, particularly in regions where our presence is more sporadic.”
“The world was an open canvas for us. It was an opportunity to paint or absorb natural wisdom through both minds and lenses. The output now speaks for our efforts,” Sony V. Mathew added. “As a filmmaker, the challenge was to find a universal idiom to communicate the success story of ESAF across the infinitely diverse nation that India is. Clap was the perfect answer, and filming the sheer joy of the clap was indeed a thing of beauty,” said the ad film director, Rajesh K. Abraham.
From humble beginnings, ESAF Small Finance Bank has achieved numerous milestones through its commitment to providing financial support to unserved and underserved communities. This journey officially began seven years ago, on 17 March 2017. The Bank’s achievements testify to its efforts to empower people across various strata of society through unbridled dedication and exemplary service. Recognised by several national and international organisations, the Bank’s legacy validates its adherence to the 3 Ps of ‘People, Planet, and Prosperity.’
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
