Ujjivan SFB launches ‘Nothing Small About Us’ campaign with R Madhavan

MUMBAI: Ujjivan Small Finance Bank is giving the word ‘small’ a sizeable rethink, with a new brand campaign featuring actor and Padma Shri awardee R. Madhavan as its brand ambassador.

Titled ‘Nothing Small About Us’, the campaign seeks to challenge perceptions that Ujjivan Small Finance Bank (Ujjivan SFB) is limited to small-ticket financial needs simply because of the ‘Small Finance Bank’ tag. The campaign instead puts the spotlight on the bank’s current scale, product range and reach.

Ujjivan SFB serves more than 1 crore customers through 800 plus branches across 26 States and Union Territories. Its banking portfolio spans savings and deposits, lending, business banking, forex and NRI services, along with investment and wealth solutions.

The bank’s lending range also stretches well beyond the small-ticket perception the campaign is addressing, with loans starting at Rs 6,000 and going up to Rs 250 crore. The campaign is built around the message that the bank’s scale and breadth now cater to customers with a wide range of financial requirements.

Lakshman Velayutham, Chief Marketing Officer, Ujjivan Small Finance Bank, said the campaign originated from customer feedback around the perception associated with the word ‘Small’. He said the bank wanted to showcase its branch network and broader banking and lending proposition while communicating its scale and reach.

Madhavan’s appointment as brand ambassador is also central to the campaign. Ujjivan said the association reflects an alignment between the qualities associated with the actor, including integrity, humility, versatility and authenticity, and the values the bank seeks to build into its relationship with customers and stakeholders.

Madhavan said he conducted his own due diligence on Ujjivan before agreeing to the association, including reading about the bank’s journey and what it had built over the years. He said the exercise gave him confidence to come on board and that there was more about Ujjivan that consumers should know.

The campaign will run across television, print, digital, OTT and connected TV, outdoor, social media and Ujjivan’s branch network. The multi-platform rollout is intended to keep the ‘Nothing Small About Us’ message consistent across the bank’s consumer touchpoints.

With more than 1 crore customers, 800 plus branches and a lending range extending from Rs 6,000 to Rs 250 crore, Ujjivan is using the campaign to put its present-day scale front and centre proving that in this case, ‘Small’ is doing quite a lot of heavy lifting.