Ad Campaigns
Ujjivan SFB makes banking simpler in latest campaign
MUMBAI: Ujjivan Small Finance Bank (SFB) has unveiled its debut brand campaign on television that attempts to strategically position it as a bank of choice among the target consumer segments using its key service propositions of ‘doorstep account ipening’, ‘paperless banking’ and ‘special service envelope for senior citizens’.
The commercial that is already live across Kannada and Bengali channels, will progress to a national outreach in the next three weeks.
Ujjivan’s creative agency DDB Mudra has conceptualised the campaign.
“Yeh bank to ghar bhi aata hai” (this bank comes to your doorstep) is one of the core messages of the thematic campaign. Ujjivan SFB targets the underserved and unserved segments in urban, semi urban and rural India. Opening a bank account and undertaking transactions at bank branches are considered as a complex and tedious procedure by these customer segments. Ujjivan SFB makes this otherwise cumbersome process fast, seamless and secure using Aadhaar authentication on a biometric enabled handheld device right at customer’s doorstep and an account can be opened in less than 10 minutes.
Ujjivan SFB chief marketing officer Vijay Balakrishnan says, “We are pleased to unveil the thematic TVC today starting with two of our key markets Karnataka and West Bengal. In the coming weeks, the television commercials’ outreach will be extended nationally thereby reaching our over 3.8 million customers across 24 states in India. Over the next few months, the campaign will leverage a multimedia approach with extensions in print, cinema, outdoor and digital.”
In this campaign there is a sub message of Ujjivan having transformed into an SFB from its previous avatar of being an NBFC-MFI. Ujjivan also consciously departs from its earlier positioning and tag line of ‘build a better life’ to ‘Bank Better, Live Better’ (Behtar Banking, Behtar Jeevan).
Besides Hindi, the TVC has been adapted in various vernacular languages: Kannada, Tamil, Malayalam, Marathi, Assamese, Bengali, Gujarati and Oriya for widespread reach and connect with the masses.
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.
