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.
