For a category built around financial inclusion, the words ‘small finance bank’ can carry a perception that does not always reflect the scale of what these institutions offer today. Ujjivan Small Finance Bank is looking to challenge that perception with its latest campaign, ‘Nothing Small About Us’, which puts the spotlight on the breadth of its banking offerings and its evolution beyond its original customer base.
Speaking to IMPACT Magazine, Lakshman Velayutham, Chief Marketing Officer, Ujjivan Small Finance Bank, says the campaign was born from a simple customer observation. “When we speak about a small finance bank, the first question typically is, who are you and what are you? And what does small mean in ‘Small Finance Bank’?” he says.
The campaign is rooted in a recurring response Ujjivan heard from consumers who were surprised by the breadth of its offerings. As Velayutham puts it, “When we spoke to them about who or what Ujjivan was, the immediate reaction was, ‘Oh, I did not know you are so big.’”
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He adds, “What we mean when we say ‘Nothing Small About Us’ is to tell them that we have a comprehensive set of banking solutions by which you can see us as an enabling partner in realising your aspirations, however small or big. It could be for yourself or your entire family.”
That evolution also reflects how Ujjivan’s own portfolio has expanded since it began as a small finance bank. “When we began as a small finance bank, we were predominantly offering savings, deposits, housing, MSME and agri. Over the years, we have expanded our offerings to micro-mortgage, small loans, used-car loans and gold loans,” informs Velayutham.
On the customer base, he adds, “When we started the journey, we were serving the unserved and the underserved. But today, we have extended our customer segments and made them far more inclusive by including affluent and the mass affluent.”
The campaign features actor R. Madhavan as the bank’s brand ambassador, chosen for what Velayutham describes as his “credibility, trust and authenticity”, alongside pan-India recognition.
Backed by television, print, OTT, CTV, digital, social, PR and outdoor, the campaign is expected to reach around 30 crore consumers. But for Ujjivan, the larger task is not simply awareness. It is getting consumers to reconsider what a small finance bank can offer.
As Velayutham puts it, “The point is, the fact that Ujjivan has grown considerably in terms of its offerings and can be a very good partner to customers who are looking for relevant and meaningful solutions coming to them from a reliable and trusted banking partner.”
