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Annual Report 2024-2025

img Annual Report 2024-2025
Marketing
and
Branding
Initiatives

Amplifying Presence,
Strengthening Identity.

The marketing strategy is guided by the objective of boosting brand visibility and engagement through purposeful and impactful communication. These efforts particularly resonated with aspiring Indians, emphasising our ability to deliver human-centric solutions aligned with their evolving financial requirements.

Simple Banking, Powerful Recall

We launched the ‘Banking Jaise Meri Marzi! Ujjivan makes it easy easy’ a campaign — The Easy Banking Experience, a fully digital-first narrative crafted to establish Ujjivan as the preferred partner for seamless and user-friendly banking.

Further, to deepen today’s multisensory world, we unveiled the ‘Sound of Ujjivan’ an effort to enhance the brand identity. A unique sonic logo that touches an emotional chord complementing the visual recognition.

Banking that Belongs

We continued to strengthen our physical presence by transforming our branches into community anchors – spaces where financial conversations are trust-led, relatable and personal.

  • From ‘Colours of the Home - A Dream in Every Child's Hands’, where children painted their dreams homes, creating emotional experiences for parents and emphasising the value of financial planning, to Captain Savings, a school-based financial literacy iniative with a superhero comic twist. Promoting smart spending, we nurtured financial awareness from homes to classrooms
  • Through ‘Namura Wi-Fi’, a grassroots initiative, we addressed the digital divide in the under-served rural areas, offering free internet access and fostering digital literacy. The impact was amplified through a creative, localised marketing strategy

Colours of the Home - A Dream in Every Child's Hands

We celebrated India's cultural richness, community spirit and regional diversity through engaging on-ground campaigns that combined tradition with innovation:

Rath Yatra

Brought to life via virtual reality (VR) experiences in mobile vans, integrating spirituality with a message on sustainability.

Amra Durga – “Humme Hai Durga”

A 5-day cultural movement empowering over 30,000 women with confidence and self-defence, layered over traditional Dhanuchi dance.

Social Buzz

Father’s Day #baapkoshikha

The creative blends humour and heart, portraying fathers learning digital banking from their children, making it relatable and endearing. Social media content addressed older generations’ hesitation and younger users’ tech comfort. The campaign used humorous videos, static posts, and relatable callouts to engage audiences across platforms.

Impact Created

Instagram

  • 3.7 Million accounts reached

  • 5.1 Million plays

YouTube

  • 137,000 views

  • 17,000 Engagement

  • 8,899 Interactions

Women’s Day Campaign #MakeWay

In collaboration with The Hub Bengaluru, this campaign highlights that progress requires making way, not overcoming obstacles. Featuring a quirky mock-interview with Ujjivan’s women leaders, it showcases their confident responses to absurd questions, celebrating women’s skill, resilience, and leadership.

Impact Created

Instagram

  • 229,000 views

  • 591 Interactions

Facebook

  • 3,500 views

  • 17 Interactions

Purpose-Led Progress

World No Tobacco Day

“Invest in Life’s Pleasures” - a bold campaign launched on World No Tobacco Day – encouraged smokers across 30 metro cities to rethink their choices and redirect their spending from cigarettes to meaningful life experiences. By shifting the narrative from addiction to aspiration, the campaign sparked widespread conversations and garnered significant attention from leading media platforms like Afaqs and Campaign India.

International Coffee Day

Embracing South India’s deep-rooted coffee culture, we launched a unique brand activation on International Coffee Day across 25+ cafés in Bengaluru, Chennai, Coimbatore, Pondicherry, and Salem. With the tagline “Need a kick?”, we positioned Digital FD as a financial boost—much like a bold cup of coffee. This hyperlocal, experience-led campaign drove strong conversions, showcasing the power of culturally relevant marketing.

Sign Language Day

We highlighted how financial concepts like savings are universally understood yet differently expressed. By using sign language as a bridge, Ujjivan empowered the hearing-impaired community, advancing the cause of truly inclusive banking.

Valentine’s Day – #JointForLife

A playful take on Gen Z's fear of commitment, transforming joint savings into a relationship milestone through film, influencers and pop culture buzz.

Smarter Customer Conversations

Banking made more real-time, intuitive and personalised through:

WhatsApp & Chatbot Banking

Turning interactions into instant, human-like conversations

Organic Blog Growth

Engaging customers through value–driven content

AI-Led Performance Marketing

Enhancing lead quality and optimising reach

Marketing Automation

Elevating customer journeys with personalised, efficient touchpoints

Road Ahead

This year, our marketing endeavours were driven by a strategic blend of bold storytelling, cultural relevance and digital agility which enabled us to deliver differentiated, high-impact initiatives. Forging stronger connections and deepening brand engagement, we turned every touchpoint into an experience. As we grow with our customers, our focus remains firm on embracing opportunities and making banking more accessible, more personalised and truly empowering for every aspiring Indian.

Digital Future
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