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Tag: Carol Furtado

  • Ujjivan SFB unveils ‘Banking Jaise Meri Marzi, Ujjivan makes it easy-easy’ campaign

    Ujjivan SFB unveils ‘Banking Jaise Meri Marzi, Ujjivan makes it easy-easy’ campaign

    Mumbai: Ujjivan Small Finance Bank (Ujjivan SFB) announced the launch of its new brand campaign ‘Banking Jaise Meri Marzi, Ujjivan makes it easy-easy (Bank the way you want, Ujjivan makes it easy-easy)’. The campaign underscores the Bank’s dedication to giving customers the freedom to bank at their convenience, with a secure and hassle-free experience.

    The campaign’s catchy jingle, ‘Banking Jaise Meri Marzi, Ujjivan makes it easy-easy,’ depicts a more easy and convenient way of banking with Ujjivan, saving time and effort. The film illustrates that banking with Ujjivan is both effortless and enjoyable, across phygital platforms. Ujjivan meets the diverse needs of its customers at their convenience, be it a working professional seeking accessibility, convenience, and personalisation or senior citizens seeking simplicity and trust in traditional banking.

    The seven-week brand campaign commences on 2 September 2024, in eleven regional languages. This will be amplified across the web, OTT channels, and social media platforms through influencer engagement as well as at Ujjivan branches.

    Ujjivan executive director Carol Furtado said, “As a responsible mass market bank, we are committed to creating a financial and digitally inclusive future for our customers. Our new campaign is an assurance to make banking easy, accessible – anytime, anywhere across phygital channels, in a secure and safe way. Our digital banking product suite aims to establish us as an easy and convenient Banking Partner.”

    Ujjivan CMO Lakshman Velayutham said, “Customers perceive Banking as a necessary time-consuming chore. Our new campaign emphasises that banking with Ujjivan is now Easy-Easy. Our digital native customers have inspired this jingle and jig. We are confident that the film will make one hum and discover the easy way to banking and building better lives.”

    The campaign has been conceptualised and created by Plan B Advertising. Talking about the campaign, Plan B Advertising, Bengaluru CEO Sunil Penugonda said, “There are banks and there are banks. Only rarely do you encounter a bank like Ujjivan. A bank that is deeply committed to keeping the customer at the centre. It is the first time we have seen a bank where customer service is a part of culture rather than a feature. Easy and Convenient is exactly what the film is attempting to capture. We believe that this proposition of easy banking will settle into people’s minds, thanks to the jingle, which is simple, direct, and memorable.”

    Speaking about the campaign, Plan B creative director Karthik Venkataraman added “To communicate the plethora of products and services and their benefits, we chose to present them with a happy, hummable jingle. We then combined it with some fun, new age hook steps, choreographed in an easy and unique way! Together, they bring alive our offerings in a memorable manner.”

  • Ujjivan Small Finance Bank launches its sonic identity

    Ujjivan Small Finance Bank launches its sonic identity

    Mumbai: Ujjivan Small Finance Bank (Ujjivan SFB), a small finance bank, has launched of its sonic brand identity, named ‘The Sound of Ujjivan’. The sonic identity aims to strengthen the connection with the customers through the strategic use of sound.

    At the heart of sonic identity is the bank’s sonic logo, crafted to capture fundamental values like opportunity and freedom which seamlessly resonates with what Ujjivan stands for – trust and progress.

    Conceptualised and created by Unmute, a Scandinavian sonic branding agency, the new sonic identity helps the customers connect emotionally with the bank. Unmute has used the ’Geneva Emotional Music Scale’ – a model designed to describe how humans respond emotionally to music. When adapting this method to the Ujjivan brand, a list of descriptors were defined and used as a common “language” throughout the creation process. As music is very subjective, it’s important to find ways to evaluate the sound from the brand’s perspective.

    The new sonic identity will be integrated across various customer touchpoints including phone banking, mobile banking applications, ATMs and the website.  

    Ujjivan Small Finance Bank executive director Carol Furtado said, “Since its inception, Ujjivan Small Finance Bank has been a partner in progress to millions of customers. To deepen this relationship, ‘The Sound of Ujjivan’ is a heartfelt endeavour to create a strong brand recall. The new sonic identity reflects our commitment to enhancing the customer experience, across all touchpoints both physical and digital.”

    Ujjivan Small Finance Bank CMO Lakshman Velayutham said “Music has the power to create an emotional connect with the customers and capture the true essence of a brand. The Sound of Ujjivan is not merely a branding initiative, but a reflection on the need to create a universal musical expression that captures the spirit of Ujjivan, making it both relatable and engaging for our diverse audience.”

    Commenting on the association, Unmute’s Simon Kringel, said “Ujjivan has really embraced their sonic branding and for us it’s been a fascinating collaboration. Coming from another part of the world we’ve had to learn so much about Indian music and culture; and by adding our own musical touch I think we’ve achieved a sound that is unique, distinctive and truly cross-cultural.”