Ad Campaigns
Ujjivan SFB unveils ‘Banking Jaise Meri Marzi, Ujjivan makes it easy-easy’ campaign
Mumbai: Ujjivan Small Finance Bank (Ujjivan SFB) announced the launch of its new brand campaign ‘Banking Jaise Meri Marzi, Ujjivan makes it easy-easy (Bank the way you want, Ujjivan makes it easy-easy)’. The campaign underscores the Bank’s dedication to giving customers the freedom to bank at their convenience, with a secure and hassle-free experience.
The campaign’s catchy jingle, ‘Banking Jaise Meri Marzi, Ujjivan makes it easy-easy,’ depicts a more easy and convenient way of banking with Ujjivan, saving time and effort. The film illustrates that banking with Ujjivan is both effortless and enjoyable, across phygital platforms. Ujjivan meets the diverse needs of its customers at their convenience, be it a working professional seeking accessibility, convenience, and personalisation or senior citizens seeking simplicity and trust in traditional banking.
The seven-week brand campaign commences on 2 September 2024, in eleven regional languages. This will be amplified across the web, OTT channels, and social media platforms through influencer engagement as well as at Ujjivan branches.
Ujjivan executive director Carol Furtado said, “As a responsible mass market bank, we are committed to creating a financial and digitally inclusive future for our customers. Our new campaign is an assurance to make banking easy, accessible – anytime, anywhere across phygital channels, in a secure and safe way. Our digital banking product suite aims to establish us as an easy and convenient Banking Partner.”
Ujjivan CMO Lakshman Velayutham said, “Customers perceive Banking as a necessary time-consuming chore. Our new campaign emphasises that banking with Ujjivan is now Easy-Easy. Our digital native customers have inspired this jingle and jig. We are confident that the film will make one hum and discover the easy way to banking and building better lives.”
The campaign has been conceptualised and created by Plan B Advertising. Talking about the campaign, Plan B Advertising, Bengaluru CEO Sunil Penugonda said, “There are banks and there are banks. Only rarely do you encounter a bank like Ujjivan. A bank that is deeply committed to keeping the customer at the centre. It is the first time we have seen a bank where customer service is a part of culture rather than a feature. Easy and Convenient is exactly what the film is attempting to capture. We believe that this proposition of easy banking will settle into people’s minds, thanks to the jingle, which is simple, direct, and memorable.”
Speaking about the campaign, Plan B creative director Karthik Venkataraman added “To communicate the plethora of products and services and their benefits, we chose to present them with a happy, hummable jingle. We then combined it with some fun, new age hook steps, choreographed in an easy and unique way! Together, they bring alive our offerings in a memorable manner.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
