In many Indian households, particularly those in economically disadvantaged areas, financial control rests with men, who manage bank accounts and related matters. Consequently, women lack financial parity and have come to accept their non-involvement in financial matters, which prevents them from being self-sufficient.

Ujjivan Small Finance Bank is committed to assisting individuals who are financially underprivileged or overlooked. They aimed to effect change in a culturally significant manner that would enable women to achieve financial equity.

In India, wedding celebrations are attended by thousands of guests who customarily present cash gifts known as “Shagun.” The Shagun is never a round figure and is typically accompanied by a 1 rupee coin, which signifies prosperity and continuity for the newlyweds.

Before giving their Shagun to the couple, guests place it in specially designed envelopes called “Shagun Ka Lifafa,” which already have a one rupee coin attached for convenience.

We aimed to repurpose this culturally significant object to promote financial equality for Indian women. Our epiphany was to use the traditional lifafa as a form for opening bank accounts. Furthermore, women could open an account with just one rupee coin, making the process easier and more accessible.

Credits
Agency Network: McCann Worldgroup
Campaign: Shagun Ka Lifafa
Holding Company: Interpublic Group
Production Company: Shoot at sight, Mumbai
Advertiser Brand: Ujjivan Small Finance Bank, Bangalore
Advertising Agency: McCann Worldgroup India, Mumbai
Video Director: / Writer Vineet Mahajan
DOP: Amol Jhadhav / Shoot at sight
Producer: Raj Chedda / Shoot at Sight

Tags: India, Asia, Integrated Campaign, Finance, Ujjivan Small Finance Bank, Financial Equality, Women Empowerment, Traditional Lifafa, Banking in India, Financial Inclusion, Women’s Financial Independence, Financially Underserved, Financially Unserved, Accessible Banking

ChatGPT is an artificial intelligence chatbot developed by OpenAI.

GPT (Generative Pre-trained Transformer) is a type of language model developed by OpenAI that uses deep learning techniques to generate human-like text. GPT uses a transformer architecture, which was introduced by Vaswani et al. in 2017, and has since become the basis for many state-of-the-art language models.

The first version of GPT, GPT-1, was released in 2018 and was pre-trained on a massive corpus of text data, including web pages, books, and articles. GPT-1 was able to generate impressive, human-like text, but it had some limitations, such as a tendency to repeat itself and a lack of coherence in longer passages.

In 2019, OpenAI released GPT-2, an even more powerful version of the model. GPT-2 was trained on an even larger corpus of text data, and had 1.5 billion parameters, compared to GPT-1’s 117 million parameters. GPT-2 was able to generate text that was even more convincing, and it was capable of generating entire paragraphs of text that were coherent and grammatically correct.

In 2020, OpenAI released GPT-3, the latest and most advanced version of the model. GPT-3 has 175 billion parameters, making it one of the largest language models in existence. GPT-3 is capable of generating text that is almost indistinguishable from text written by humans, and it can perform a wide range of natural language tasks, such as translation, summarization, and question answering.

One of the most impressive features of GPT-3 is its ability to carry on a conversation with a human in a natural, human-like way. This has led to the development of a number of chatbots and conversational agents that use GPT-3 as their underlying language model. These chatbots can be used for a variety of purposes, such as customer support, personal assistants, and even therapy.

In 2023, OpenAI released GPT-4, the most advanced system, producing safer and more useful responses. GPT-4 can solve difficult problems with greater accuracy, thanks to its broader general knowledge and problem solving abilities.
 
Overall, OpenAI’s GPT language models represent a major breakthrough in natural language processing and have the potential to revolutionize the way we interact with machines.

Chat GPT has a wide range of use cases in industries such as customer service, marketing, and education. In customer service, Chat GPT can be used to provide 24/7 support to customers, resolving common issues and answering frequently asked questions. This can reduce the workload of human customer service representatives, freeing them up to focus on more complex issues.

Marketing

Chat GPT can be used to create highly targeted and personalized content for specific audiences, improving engagement and conversion rates. Chat GPT can also be used to analyze customer feedback and sentiment, providing valuable insights that can inform marketing strategy and improve brand perception.

Education

Chat GPT can be used to create interactive learning experiences that simulate real-world conversations and scenarios. This can help students develop their language skills and improve their understanding of complex topics.

Search Engine

One potential use case for chatbots powered by GPT in search engines is to improve the accuracy and efficiency of search queries. For example, a chatbot could be integrated into a search engine’s interface to help users find information more easily.

Customer service

It can be used to provide customer service and support to customers. It can handle common queries, provide information about products and services, and help customers with their issues.

Personal assistant

It can also function as a personal assistant, helping individuals manage their schedules, send reminders, make appointments, and more.

Language translation

It can be used to translate text from one language to another. This can be particularly useful for businesses that operate in multiple countries and need to communicate with customers in different languages.

Content creation

It can also be used to create content such as blog posts, social media posts, and articles. It can assist with research, suggest topics, and even generate content.

Personal growth

It can function as a virtual therapist, helping individuals to improve their mental health and well-being by providing support, guidance, and resources.

E-commerce

It can be used by e-commerce businesses to provide product recommendations to customers based on their browsing and purchase history. It can also help customers with the checkout process and answer any questions they may have about products or services.

HR

It can assist HR departments with tasks such as scheduling interviews, answering questions about benefits and policies, and providing training and development resources to employees.

Healthcare

It can be used in healthcare to provide patients with information about their conditions, medications, and treatments. It can also help with appointment scheduling and provide reminders for medication schedules.

Finance

It can assist with financial tasks such as budgeting, investment planning, and tax preparation. It can provide personalized recommendations based on an individual’s financial goals and risk tolerance.

Gaming

It can be used in gaming to provide assistance to players, such as providing hints and tips, answering questions, and even playing alongside them in certain games.

Overall, the potential use cases for ChatGPT are virtually limitless, and as AI technology continues to advance, we can expect to see even more innovative and exciting applications in the future.

Tag:
chat gpt, language model, deep learning, customer service, marketing, education, natural language processing, named entity recognition, sentiment analysis, personalized content, interactive learning, AI-powered chatbots, AI language model, Virtual assistant, Artificial intelligence, OpenAI, Language processing, Smart assistant, Digital assistant, AI chatbot, Customer service, Personal assistant, Language translation, Education, Content creation, Personal growth, E-commerce, Marketing, HR, Healthcare, Finance, Gaming

Bangladesh ranks in the top 10 countries with the highest levels of child marriage. 51% of young women were married before turning 18.

Lockdowns further limited the incomes of many daily wage earners, forcing their migration back to rural Bangladesh.

The Child Marriage Prevention Loan (CMPL) is a conditional zero-interest microfinance loan that helps poor parents to start sustainable businesses if they meet the following three criteria.
The loan applicants must be parents of 12- to 18-year-old girl children. Secondly, the girls cannot be married before the legal age. Lastly, they must be educated until the end of high school.

IPDC and Amal acquire, validate, and authorise loan applications based on these criteria. Then, the press release adds that parents commit to marrying their daughters off only after they are of legal age and have completed high school.

The loan is subsequently presented to the parents in front of their local communities by IPDC and Amal Foundation officials. Amal Foundation aids the parents in establishing sustainable businesses after the loan is issued. They also give business management training.

These parents have a 30-day grace period. Then, Amal Foundation collects weekly loan instalments on behalf of IPDC and surveys the girls’ schooling and the business. These payments are then used to fund more loans for other interested parents.

IPDC and Amal Foundation hope to reduce discrimination through the CMPL by providing sustainable income sources to impoverished families in rural Bangladesh. This, in turn, will help transform these girls from being burdens into assets and help alleviate poverty.

Credits
Advertising Agency: Grey – AKQA, New York
Tags: Film, Bangladesh, Finance, Public Interest, NGO, Amal Foundation, IPDC Finance, WPP, Child Marriage Prevention Loan, Zero-interest loan

Brand invites you to send a virtual Wildlife Impact gift card to friends and loved ones, which can be used everywhere Debit Mastercard® is accepted.
Each card features a Critically Endangered animal, along with an expiry date that highlights just how short the timeframe is for protecting these animals from extinction. For every card purchased, a $1 donation will go to Conservation International to help protect wildlife and the habitats of many Critically Endangered Species including the Sunda Pangolin, African Forest Elephant, Peruvian Yellow-Tailed Woolly Monkey, and the Black-and-White Ruffed Lemur.

The first card offerings launch in the U.S. in partnership with USIO, with virtual prepaid cards available now to be added to any mobile wallet. Coming this summer, these physical cards are made of eco-friendly materials to keep expired cards from contributing to plastic pollution. In the meantime, virtual cards can be used to shop online or can be added to a mobile wallet for in-store purchases.

Many Critically Endangered species may go extinct by the time these cards expire. In partnership with Conservation International, Mastercard is turning the card expiration date into a tool to create awareness about the importance of protecting wildlife.

Purchase Now

“As a company committed to fostering a sustainable future for all, we believe an important aspect of that is to protect Critically Endangered species and the habitats in which they live,” said Raja Rajamannar, Chief Marketing and Communications Officer, MasterCard. “Through our strong partnership with Conservation International, one of the world’s leading conservation organizations, we’ve created a way to connect consumers to their passion for wildlife and the natural world, enabling them to contribute and make an impact.”

“Every extinction is a tragedy — for the species, for nature, and for people,” said Dr. M.Sanjayan, CEO of Conservation International. “Wildlife is critical to securing benefits like cleaner water and more fertile soils. When we destroy animal habitats, we don’t just put these benefits at risk; we create entirely new challenges to our health and our ability to address climate change. Saving nature has always been about saving ourselves, which is why we are proud to partner with MasterCard to provide a simple way for consumers to take immediate action to help protect wildlife and their habitats.”

Credits
Client: MasterCard
Advertising Agency: McCann XBC, United States of America

Supermarkets are the #1 place to be exposed to COVID-19: its workers tested positive for coronavirus at a rate of 20% – well above the 1.3% detected in the community at the time.

Mastercard used transaction data to protect both employees and customers. At the beginning of lockdown, they launched www.kiedydosklepu.pl – a digital tool providing information about in-store traffic. Next, they partnered with Carrefour and used the tool within the Waze navigation app.

When you searched WAZE for any supermarket, they guided you to the emptiest Carrefour in your neighbourhood.
They also created promos you could only access when the store was empty.

Credits
Client: Mastercard
Campaign: Safe Waze 2 Shop
Advertising Agency: McCann Poland, Warsaw, Poland

Credits
Client: VUB bank
Campaign: VUB money saving button
Advertising Agency: Triad, Slovakia
Chief Creative / Strategy Officer: Martin Woska
Creative Director: Vlado Kurek
Art Director: Csilla Polák, Adam Majko
Copywriter: Matus Hliboky
Developer: Roman Janajev
Account Manager: Michaela Markusková
Account Director: Natália Mikušová

Every year, sometime in November, agencies across Armenia receive very similar briefs – design year-end corporate calendars for different brands. Zuck&Berg’s brief from ACBA-Credit Agricole Bank, one of the country’s leading banks, was no exception. But while paper calendars used to be relatively valuable at the beginning of the decade, by now, they have become obsolete. They challenged ourselves to create a calendar that would tackle the very problem that paper calendars represent – waste of resources and danger to nature. Instead of designing another ordinary calendar, they created the calendar Against Plastic – a calendar composed of 4 eco-bags made with recycled paper. 12 000 CalenDAREs were given out to bank clients across Armenia, and the response was overwhelmingly positive. Despite the low awareness about the issue of plastic bags and plastic pollution in the country, people quickly took to social media to discuss the innovative calendar and the problem it raises.

Credits
Campaign: CalenDARE Against Plastic
Advertising Agency: Zuck Independent Agency
Creative Director: Ashot Hovakimyan
Copywriter: Suren Asryan
Copywriter: Ani Asatryan
Technical Writer: Michelle Avanesova
Art Director: Arman Ghazaryan
Designer: Harut Sargsyan
Designer: Diana Ghazaryan
Designer: Robert Hovhannisyan
Designer: Laura Orlova
Production Director: Sisso Rafayelyan
Head Of Digital Marketing Department: Tigran Parseghyan
Digital Specialist: Yelena Miskaryan
PR Specialist: Satenik Barseghyan
Account Manager: Davit Kostanyan
Project Manager: Mkhitar Kafyan
Project Manager: Aida Zakaryan
Influencer Marketing Specialist: Mane Mkrtchyan
Influencer Marketing Specialist: Nora Soghoyan

Tags:
Plastic Pollution, Eco-friendly, Awareness Campaign, Product Packaging, Packaging design, Print Advertisement, Print Advertising, Finance, Bank

The event was attended by 200 people with hearing impairments and music was experienced like never before. Some people felt the music via vibrations with help from specially installed equipment at the sensor field while others followed the sign language experts translating the live show. It was a huge success; after all, music is all about feeling the emotions. And, Mastercard showed us how one could feel the music without really listening to it! We gives a big thumbs up to this initiative by Mastercard!

Credits
Advertising Agency: Adsapience, Kyiv , Ukraine

Tags:
Mastercard, Mastercard Vibes, Experiential, Finance, Public Interest, NGO

Awards Won:
– Gold winner in AMAPRO 2018
– Shortlist in mobile CÍRCULO CREATIVO 2019
– Shortlist in digital, social and technological CÍRCULO CREATIVO 2019

Credits
Brand: BBVA Bancomer
School: Miami Ad School, Mexico City, Mexico
Campaign: League of Fanatics
Art Director: Catarina Barcala Art Director: Xavi Ocaña
Art Director: Hanna Choi

Tags:
Soccer Ads, Digital Campaign, Social Media Campaign, Digital, Finance

At times of crisis, Sri Lankans flock to donate blood. This was evident during the 30 years of conflict, and more recently during the April 2019 Easter bombings at churches and hotels. It represents civil society coming together to face a common adversity. However, as months pass and memories fade, people tend to forget the injured who may still be recovering and need continuous treatment, including blood transfusions.

Task: Mobilize Ceylinco Life’s stakeholder community with a CSR initiative to support the recovery efforts through blood donation camps across the island.

Creative Idea: Draw your pint and save a life.

Credits
Advertising Agency: Phoenix Ogilvy, Colombo, Sri Lanka
Chief Executive Creative Officer: Rajiv R. Menon
Senior Art Director: Rogger Kenneth Schales
English Copywriter: Rajiv R. Menon
Senior Account Manager: Imraz Shiblydeen

Tags:
Ogilvy, Sri Lanka, Ceylinco Life,Finance, Health, Public Interest, NGO, CSR initiative, Blood Donation Camp 2019, Print Ad, Print Advertising, Digital, Print Campaign, Blood Donation Campaign

Titled, ‘WT Culture Muscle Finance Study’, the report looks at several shifts in financial matters in consumers culture. The study has several strategic pointers for clients and brands in the financial category (as well as categories beyond finance), seeking a nuanced understanding of the changing context of purchase decisions thereby enabling them to be future-ready and stay relevant to modern-day consumers.

Modern-day Indian consumers look at financial matters differently. Traditionally we are considered a ‘savings’ nation. Now people are waking up to the need to become more financially literate and be wise about investments too. These and several other shifts are emerging in India.

With culture playing a key role in shaping consumption and building brands, Wunderman Thompson (WT) wanted to study the new ‘financial culture’ developing in India. Titled, ‘WT Culture Muscle Finance Study’, WT South Asia’s strategic planning team conducted a syndicated study across genders in the 25-54year age group, amongst 10 cities in India (Mumbai, Delhi, Hyderabad, Ahmedabad, Chennai, Kolkata, Surat, Jaipur, Kochi, and Amritsar) that comprised metros and mini-metros to get an in-depth understanding of the financial culture among modern day Indian consumers. Financial culture impacts not just financial categories, such as banking, insurance, and investments but also purchase decisions across categories which has relevance for clients and brands.

The findings of the study revealed some big culture shifts in modern Indian homes that included joint responsibility in the household on financial aspects, reliance on technology, and the importance of financial education for girls.

Shaziya Khan, National Planning Director, Wunderman Thompson India, who commissioned the study, says, “Financial thinking is undergoing several fascinating shifts and it is important that brands understand and address them. One of them that intrigued me the most was that when the Indian family was more of a joint family, financial decision making was concentrated or nuclear, now when the Indian family is more of a nuclear family, financial decision making is joint.”

Commenting on the study, Tarun Rai, Chairman and Group CEO, Wunderman Thompson, South Asia, says, “The Culture Muscle study is unique as its approach is to find out shifts in the ‘collective’ psychology and attitude of people towards a particular category, in this case ‘money’. We have many clients in the financial services space and to be able to spot in advance cultural shifts in India towards money and investing is of huge importance to them. But cultural shifts in outlook to money are important to other categories too as it affects how India spends. The study, therefore, will be of use to a lot of our clients besides helping us understand the Indian consumer better. This is the second Culture Muscle study that we have done. The first on Foods and Beverages was very well received.”

The implications of the study included new areas of interest for brands to stay relevant to modern-day consumers. These included communicating with new target audiences, building lifetime value for brands with these new audiences through products and innovations, acknowledging and celebrating the complementary roles played in the financial decision by different members of the same household and creating new platforms for activation and education.

Tags:
Agency News, WT Culture Muscle Finance Study, India, Finance, Case Study, Financial Culture

It is the oldest life insurance group in Switzerland (since 1857). The company accompanies its customers throughout a lifetime.

The idea: A tribute to the customer who has been insured by Swiss Life the longest: Hans Knecht. His policy has been active for 100 years – and is still valid. We congratulated the 101st birthday of this healthy pensioner in a special way. We arranged for the entire edition of the renowned “Neue Zürcher Zeitung” to appear with the original front page from the day Hans Knecht was born: June 7, 1917. With a corresponding portrait on the first page inside.

This became possible through close cooperation with the editors-in-chief and the publisher. It was the first time in its more than 200-year history that the “Neue Zürcher Zeitung” did not appear with the current title page.

Credits
Client: Swiss Life
Campaign: Customer for 100 Years
Advertising Agency: Ruf Lanz, Zurich, Switzerland
Creative Director: Danielle Lanz, Markus Ruf
Copywriter: Markus Ruf
Art Director: Isabelle Hauser
Account Executive: Ursula Jaag
Media: Caroline Nünlist
Client Supervision: Swiss Life Group Communications & Strategic Marketing

Tags:
Switzerland, Finance, Ruf Lanz, Swiss Life Insurance Group, Life insurance, Customer for 100 Years, Best Tv Commercials, Inspiring Short Films, Best Commercial Ads, Best TV Ads

In Kazakhstan, not everyone is accustomed to using plastic cards: 37% of Kazakhstanis withdraw funds as soon as they receive them.

Goal:
To show that using cash is inconvenient, while ForteBank has a simple solution – transfers by phone number.

Idea:
To shoot absurdly long-lasting advertisement which is uncomfortable and uneasy to watch, just like to use cash in the 21st century. But, in order to feel this, you need to watch the video for all 9 hours from start to finish.

We knew that no one would do that. For this reason exactly, we hid in the video 1 million KZT (phone number digits appeared throughout the entire video), which can be found only by watching the video from the very start to the very finish.

The longest bank advertisement in the world

Credits
Brand: ForteBank
Product: FortePay
Campaign: FooortePay – the longest bank advertisement in the world
Advertising Agency: RA Kombinat, Almaty, Kazakhstan
Creative Director: Nikita Yermolayev
Copywriter: Rassul Abidov Producer: Yelena Dmitriyeva
Art Director: Diana Korchevskaya
Cameraman: Ruslan Chernykh / Cheapass
Video Editing: Ruslan Chernykh / Cheapass Video, Viktor Brodyagin, Arthur Jandildin, Yevgeniy Pichugin / Kruto.kz production
Marketing Director: Anton Kim
Senior Marketing Expert: Nurzhan Makhmudov

Website: FortePay
Website: ForteBank

Tags:
Digital, Kazakhstan, Finance, ForteBank, RA Kombinat, FortePay, FooortePay, Best Digital Campaigns, Digital Marketing Trends, Best Online marketing strategies, social media campaigns

Tap to the beat.
Tap to the joy.
Tap to the little things.
Tap to the trends.
#TaptopaywithVisa
Just like that.

Commenting on the launch, TR Ramachandran, Group Country Manager for India & South Asia – Visa said, “The campaign, ‘Tap to pay with Visa. Just like that.’ is designed to drive consumer awareness of contactless payments by drawing attention to their simplicity. Through this campaign, we are trying to induce a change in consumer habit, showcasing that payments can be a lot simpler than you think. Visa data shows that the lion’s share of face-to-face transactions, about 87%, are of below INR 2000, also the threshold for contactless transactions. We are constantly working to transform digital payments through technology and a contactless card makes such payments frictionless. The campaign brings to life the thought that a tap, a simple action we inadvertently do every day, can mean much more and can actually help make everyday payments simple.”

On the launch of the campaign, Shamsuddin Jasani, Group MD, Isobar South Asia said, “We are very excited and honoured that Visa has believed in us to work on such an important campaign. The work we have done on this campaign reflects our ethos of ideas without limits. I am really proud of the team who have been able to transcend mediums to deliver this project.”

Speaking about the campaign, Anish Varghese, National Creative Director, Isobar India states, “The brief was pretty simple: ‘How can we drive the practice of Visa’s contactless card for everyday spends?’ When we dug deep into the ask, we realised that it’s a complete behaviour change – from dipping to a tapping of the card. We looked for a lingo which millennials can relate to and the behaviour that an older audience can adapt. Tapping has been a part of our culture since ages, be it dance forms like Odisha or Bharatnatyam, or even playing an instrument like the Tabla or a Cajon. We even tap a piece of furniture before buying. That’s precisely why we weaved this campaign around – the cultural insight of tapping, and narrated it as ‘Tap to Pay with Visa. Just Like That.’ which is relatable, authentic and captures the brand’s unbound spirit.”

Know more about Contactless Visa Card

Credits-
Brand: Visa
Campaign: Tap to pay with Visa. Just like that
Category: Finance

Agency-
Executive Vice President: Shekhar Mhaskar
National Creative Director: Anish Varghese
Business Head: Prashant Lodaya
Creative Director: Ranjeet Kumar
Account Lead: Varun Mundra
Art Team: Nikhita Sancheti, Mayuri Hukeri, Lekha Kambli & Salman Shaikh
Copy Team: Amrita Dey, Abhimanyu Rathore & Kenneth Keymer
Social Media Team: Saumya Chitravanshi & Percy Karat
Agency Head of Films: Taj Ali Naqvi
Associate Agency Producer: Ronit Deb
Production Team:
Production House: Offroad Films
Director: Azim Moollan
Executive Producer: Khalil Bachooali
Producer: Anirudh Sharma

Tags:
Digital marketing campaign, Latest technology, Marketing strategy, Best Finance Campaigns, Radio-frequency identification, RFID, Integrated marketing campaign, Contactless Visa Card

After watching this animated film, we can’t resist from saying that this is a treat to watch. The storytelling just keeps you hooked and the animated characters keep you entertained throughout the film; yet in the end also leave you with a message about how dedicating your time to help someone can make a big difference through a positive chain reaction.

Emirates NBD’s primary objective through this film has been to encourage and urge people of UAE to ‘give in to giving’ by offering their time and dedication to help social initiatives flourish around the country. Many may not know this, but this animated film got its inspiration from the Year of Zayed initiatives which have supported social initiatives across UAE. Emirates NBD wants more and more citizens of UAE to make some time to help their community thrive via volunteering in social causes such as the ones conducted by Dubai Volunteer Center and Volunteers.ae.

Credits
Advertising Agency: Leo Burnett, Dubai, United Arab Emirates
Chief Creative Officer: Bechara Mouzannar
Regional Executive Creative Director: Andre Nassar
Creative Directors: Akhilesh Bagri, Sidney Araujo
Copywriter: Akhilesh Bagri
Regional Communication Director: Ramzi Sleiman
Account Director: Hafsa Qureshi
Communication Executives: Fabienne Naggear, Lama Mosallem, Aciel Awada
Agency Producer: Ralph Matar
Production House: Hanzo
Executive Producer: Hijaz Moosa
Director: Aryasb Feiz
EVP, Head of Group Marketing & Customer Experience: Vikram Krishna
VP, Head of Brand & Corporate Responsibility: Elena C. Cruz
Associate Vice President, Corporate Responsibility: Michele Wong
VP, Group Social Media: Mai Cheblak
Digital Marketing: Elizabeth John
Web Design and Development: Hakan Uzunoglu
Social Media: Hazem Bagh
Media: Sapna Kalati
Associate Vice President, Brand: Mazen Hawa
Manager, Corporate Responsibility: Jawaher Khalil Esmaeel AlShehhi

Tags:
Film, United Arab, Emirates, Finance, Emirates NBD, Leo Burnett, Give In To Giving, Emirates NBD, Dubai, Exchanger Volunteer Programme, Dubai Volunteer Center, World Kindness Day