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