Mumbai: ESAF Small Finance Bank has launched an inspiring new brand campaign, "The Power to Dream Bigger," aimed at showcasing how the bank expands the chain of joy by empowering the customers especially women from the lowest ebb to the highest.

Notably, the bank has played a significant role in fostering women empowerment through its branch functions, showcasing its dedication to supporting and uplifting women in various spheres of life.

The campaign, which is a result of a customer study conducted in Kochi, Chennai, and Mumbai, highlights the bank's commitment to meeting the needs of its customers across segments. In a broader sense, the campaign tries to communicate how the innovative products and services of the bank bridge the gap between the haves and the have-nots.

By emphasising the bank's role in transforming dreams into reality, the campaign aims to resonate with a broad audience, establishing ESAF Bank as a financial partner that joyfully fosters prosperity.

Conceptualised by FCB Interface, Kochi, the campaign's centrepiece is a vibrant TVC that communicates the concept of the chain of financial support the bank provides, cutting across segments. The brand campaign was followed by two product campaigns of FD and gold loan under the same umbrella - the power to dream bigger, as each product is designed to meet the brand objectives.

ESAF Small Finance Bank EVP George Thomas said “The TV campaign is supported by a 360-degree initiative through print, radio, and online platforms. Plans for outdoor campaigns are also on the anvil. The brand campaign along with the two product campaigns under the same umbrella adds meaning to the initiative. Also, it underscores the fact that ESAF is not just a bank it’s a partner in converting its customers’ dreams into reality.”

ESAF Small Finance Bank VP- head, branding & communications Sony V Mathew explained, "The campaign is the result of a study the agency conducted in three of our prime markets. Also, it is a new communication strategy that gives more meaning to our positioning, the joy of banking. We feel there is no better way to manifest the joy of banking than the chain of joy.