Mumbai: Ujjivan Small Financial Bank Ltd. (Ujjivan SFB) has launched a powerful, educational film on Financial Literacy titled ‘Paison Ki ABCD’. The film was conceptualized and executed in partnership with Parinaam Foundation, a non-profit organizationaimed at economic empowermentof the underprivileged.
The film was curated under the direction of renowned Filmmaker, Mr. Pradeep Sarkar who has beautifully brought the vision and aspiration of Ujjivan SFB alive on celluloid. Mr. Sarkar has also created a 3 minute catchy song on Paison Ki ABCD which has been integrated in the film.
Through this film, Ujjivan SFB and Parinaam Foundation intend to influence the mindset of consumers, eliminate the misconceptions about banking and educate them about the importance and benefits of a bank account. The film highlights how Ujjivan SFB will make the banking process simple and accessible; strengthen their finances and set their future on a path of financial freedom.
The narrative of the 20-minute film effectively portrays the agony and pain of a sweet shop vendor, Murali and his family who loses all their savings in a burglary at home. The film further narrates how he manages to overcome his crisis with guidance of Shruti Didi and Ujjivan SFB.
Commenting on the film, Mr. Vijay Balakrishnan, Chief Marketing Officer, Ujjivan SFB said, “When we built the brand identity of Ujjivan SFB, we made sure that we carried forward the ethos, philosophy and spectacular connect that Ujjivan had with the communities. The people and customers of Ujjivan had to be celebrated and this film beautifully does that. This film is also our attempt to highlight the fact that easily understood stimulus and banking behaviors positively impacts our customer segments and makes them realize the risks of not saving in a bank. .With this film we hope that ‘Paison ki ABCD’ becomes the lexicon of what Ujjivan Small Finance Bank can do for financial literacy not only for our customers but for the larger good of customers belonging to these segments of our society.. In the next few months, as we keep rolling out our branches, this film and song is bound to tug the heart and soul of our customers. The film will be translated in 9 regional languages and the Song will be leveraged as a caller tune. We are working very closely with Parinaam Foundation to put together a solid awareness and activation programme pan India.”
Director: Pradeep Sarkar
Executive Producer: Panchali Sarkar
Agency: DDB Mudra Group
Writers: Krupanand Sivadasan and Saritha Rajagopal