Marketing engagements
Fostering Relationship- Driven Growth
At Ujjivan SFB, we strive to reach the relevant strata of society through our branding and outreach initiatives. The marketing efforts are designed to connect with individuals and communities and resonate with their aspirations. Through our brand, we reach out to our target audience by leveraging insights, experience, and support infrastructure to enable and engage our customers to realise their dreams and aspirations.
We have undergone a remarkable journey of growth and relationship-building in the past two fiscal years. We focussed on fostering stronger relationships while adapting to the challenges brought about by the pandemic. Through a series of initiatives, we effectively engaged with both our current and potential customers, leveraging synergies across different business areas to strengthen our brand presence and market value. Our unwavering commitment to a customer-centric approach allowed us to better understand and empathise with their needs. By communicating relevant and meaningful banking solutions, we assisted them in their recovery, sustainability, and overall improvement of their lives at every stage.
Catalysing Business
We offered highly competitive interest rates on Fixed Deposits and Savings Accounts, positioning ourselves among the top players in the industry. Throughout the year, we made sure that our existing and potential customers were well-informed about the attractive interest rates available on our FDs across tenures. Our impactful advertisements in regional languages, spanning TV, digital, outdoor, and hyperlocal activities, effectively connected with the audience emotionally. These endeavours were meticulously designed to leave a lasting impression and enhance brand engagement.
To commemorate the 75th year of our Independence, we launched a special campaign offering FD rates at 7.5% p.a. and a 0.75% additional rate for senior citizens on tenures of 75 weeks and 75 months. This Independence Day initiative garnered immense attention among millions through widespread promotion on TV, print, and outdoor platforms. On Republic Day, we proudly advertised during the Honourable Prime Minister and Honourable President's speeches on popular Hindi and English news channels, joining the nation in its celebrations.
In addition, we capitalised on the 1st edition of the Women's Premier League (WPL) series through TV and OTT advertisements, further reinforcing our brand message.
We conducted an extensive outdoor and radio campaign targeting Tier II and Tier III markets for affordable housing. We prioritised rural initiatives by increasing visibility in branch catchments and engaging with key influencers and decision-makers. This approach enabled us to offer the right solutions tailored to the needs of rural communities.
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platforms. On Republic Day, we proudly advertised
during
the Honourable Prime Minister and Honourable President's speeches on popular Hindi and
English
news channels, joining the nation in its celebrations.
In addition, we capitalised on the 1st edition of the Women's Premier League (WPL) series
through TV and OTT advertisements, further reinforcing our brand message.
platforms. On Republic Day, we proudly advertised during
the Honourable Prime Minister and Honourable President's speeches on popular Hindi and
English
news channels, joining the nation in its celebrations.
We conducted an extensive outdoor and radio campaign targeting Tier II and Tier III markets
for
affordable housing. We prioritised rural initiatives by increasing visibility in branch
catchments and engaging with key influencers and decision-makers. This approach enabled us
to
offer the right solutions tailored to the needs of rural communities
New Launches
As part of our expansion efforts, we recognised the importance of connecting with local
audiences when launching new branches. To achieve this, we developed hyperlocal and topical
messaging. By understanding each region's cultural nuances and preferences deeply, we could
tailor our messages to resonate with the target audience. This approach effectively conveyed
the benefits and services provided by our new branches, creating a sense of relevance and
personalisation
One initiative we took pride in was the launch of 'Hello Ujjivan', India’s first voice,
visual, vernacular banking app*. This innovative application was designed specifically for
customers with limited reading and writing skills to instil banking habits in our
MicroBanking and rural customers. Hello Ujjivan reinforces our commitment to promote
financial and digital inclusion throughout the nation.
Brand and Customer Engagement
During FY 2022-23, we collaborated with businesses and support teams to engage our customers
on initiatives relevant to their lifestyles. We celebrated with them through thematic and
festive campaigns like Diwali, Sawan Mela, Christmas, Bengali New Year, Durga Puja, Chath
Puja, Bihu, Rath Yatra, Makar Sankranti, Ganesh Chaturthi, Navratri, Dussehra, Eid, Onam,
Pongal, World Health Day, Yoga Day, Women's Day, World Environment Day, and World Earth Day.
Cyclothon and marathon events were also organised to promote awareness on health and
fitness.
To leverage the excitement surrounding the IPL, we introduced a unique VR CRICKET initiative
in select branches. The in-stadium branding during Ithe India vs. New Zealand T20 matches
helped create high visibility for the brand.
In close collaboration with traffic police and tourism departments in select states, we
emphasised the message of Safety for All, underscoring the importance of safety practices.
*Offers voice, visual and vernacular feature under one mobile banking app. Based on the research conducted by AGR Knowledge Services Private Limited as on January 24, 2023
Awards and Recognition
Our initiative ‘Shagun Ka Lifafa’, in partnership with McCann World Group, earned global recognition by winning the prestigious Gold Lion in the Creative Commerce Category at the Cannes International Festival of Creativity in 2022.
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The Next Mile
Fostering financial and digital inclusion is critical for the growth of a resurgent India. Personalising customer communication through the intersection of social, demographic, psychographic, and financial behaviour remains central to our communication strategy. This, we believe, will enable our customers to choose meaningful, simple, safe, and convenient banking.
