Ujjivan Small Finance Bank launches debut brand campaign to hard sell easy banking

Ujjivan Small Finance Bank has unveiled its debut brand campaign on television that attempts to strategically position it as a bank of choice among the target consumer segments.

The bank uses its key service propositions of ‘Doorstep Account Opening’, ‘Paperless Banking’ and ‘Special Service Envelope for Senior Citizens’ to make the point. The commercial went live across Kannada and Bengali channels and will progress to a national outreach in the next three weeks.

“Yeh bank to ghar bhi aata hai” (The 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 branch are considered as a complex and tedious procedure by these customer segments.

Ujjivan SFB makes this otherwise cumbersome process fast, seamless and secure just 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.

Vijay Balakrishnan, Chief Marketing Officer, said, “We are pleased to unveil the thematic TVC starting with two of our key markets: Karnataka and West Bengal. In the coming weeks, the television commercials’ outreach will be extended nationally, 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.”

“Our customer research and insights studies revealed five brand drivers among our target audience: simplicity, convenience, assistance, trust and security. Our brand campaign, while addressing these pivots head on, showcases them in real-life situations, which are absolutely relevant and credible for our target audience. The tone of the campaign relies on a subtle humour in daily life situations and makes banking look truly simple and easy. The narratives are showcased between a young couple, a senior citizen couple, a supervisor and his subordinate in different life settings, where through a clever play of words and emotions the message is delivered with a mix of naivety, warmth and hilarity,” added Balakrishnan.

In this campaign, there is a sub message of Ujjivan having transformed into a Small Finance Bank from its previous avatar of being a 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.

Ujjivan’s creative agency, DDB Mudra, has conceptualised the campaign. Vishnu Srivastava, Creative Director, DDB Mudra Group, South, said, "Ujjivan believes in changing banking for the better. With this objective, we have emphasised on the products and unique services of the bank in the TVC. Service is the one of the key foundations of banking. Ujjivan has taken it to the next level by staying true to its values."

Thematic Film 1 ‘Formless Banking’ showcases an Ujjivan Bank account being opened without paper work using a customer’s Aadhaar number and biometric authentication.

The TVC:

Thematic Film 2 ‘Doorstep Account Opening’ highlights how going to a bank to open an account is a struggle for working professionals. Ujjivan’s doorstep account opening enables quick and hassle-free service.

The TVC:

Thematic Film 3 ‘Bigger Returns on Fixed Deposit’ highlights attractive and higher Fixed Deposit Interest Rate of 8%.

The TVC:

Thematic Film 4 ‘Queue Less & Confusion Free banking for Senior citizens’ portrays the happiness of a senior citizen on discovering a service envelope of no queues, no forms, doorstep banking and attractive 8.5% interest rate on FD for senior citizens.

The TVC:

Ujjivan Small Finance Bank Limited is a wholly owned subsidiary of Ujjivan Financial Services Ltd.

Credits:

 Creative Agency: DDB Mudra

Media Agency: DDB Mudra

Creative Team: Vishnu Srivastava and Team

Account Management: Sujay Ghosh and Team

Director: Diksha Grover       

Production: MG Productions  

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