Ujjivan Small Finance Bank is turning the word ‘Small’ on its head with its latest brand campaign, ‘Nothing Small About Us’, featuring actor and Padma Shri awardee R. Madhavan as its Brand Ambassador.
The campaign is built around a customer insight: the word ‘Small’ can sometimes create the impression that Ujjivan caters mainly to small-ticket financial needs, offers a limited range of products or operates at a smaller scale.
The new campaign aims to challenge that perception by spotlighting the bank’s current scale and portfolio. Ujjivan SFB serves more than one crore customers through 800+ branches across 26 States and Union Territories, offering solutions across savings, deposits, lending, business banking, forex and NRI services, as well as investment and wealth solutions.
Its lending portfolio spans ticket sizes from ₹6,000 to ₹250 crore, reflecting the range of financial needs it serves.
“Nothing Small About Us” also marks Ujjivan’s association with R. Madhavan, whose image of integrity, humility, versatility and authenticity forms the basis for his role in the campaign.
Commenting on the campaign, Lakshman Velayutham, Chief Marketing Officer, Ujjivan Small Finance Bank, said, “Nothing Small About Us’ comes from a very real customer insight. We found that the word ‘Small’ can sometimes lead to a perception that our offerings, ticket sizes or even our scale may be limited. The Ujjivan of today is very different from that perception, with an extensive branch network and a comprehensive range of banking and lending solutions catering to diverse customer needs. Through this campaign, we want everyone to see Ujjivan for what it is today, a bank with the scale, reach and breadth of offerings to serve the diverse financial needs. R. Madhavan, with the credibility, authenticity and trust he has built over the years, is a natural fit to convey this message.”
Madhavan said his decision to associate with the bank followed his own research into its journey and operations.
“Whenever I associate with a brand, I like to understand it first. So, before coming on board with Ujjivan, I did my own due diligence. I read about the Bank, its journey and what it has built over the years. I was genuinely happy with what I learnt, and it gave me the confidence to associate with Ujjivan. And trust me, there is nothing small about them. I believe there is a lot more about Ujjivan that people should know, and I am happy to be associated with the Bank,” he said.
The integrated campaign will run across television, print, digital, OTT/CTV, outdoor and social media, alongside Ujjivan’s branch network, taking the new brand message across consumer touchpoints.
