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Tag: ESAF Small Finance Bank

  • Sole to soul wins as McCann India walks away with One Show Honours

    Sole to soul wins as McCann India walks away with One Show Honours

    MUMBAI: When purpose meets powerful storytelling, awards follow and McCann Worldgroup India’s recent haul at the One Show Awards 2025 proves just that. The agency took home seven accolades, including a Silver, a Bronze and five Merits, for campaigns that turned everyday struggles into stories of strength.

    Leading the charge (and the applause) was ‘Fit My Feet’ for Buckaroo Footwear, a campaign that reimagined mobility for children born with clubfoot, a condition that affects tens of thousands across India annually. The initiative didn’t just earn a Silver in IP & Product Design and a Bronze in Health & Wellness, it also stepped up with four Merit awards.

    Designed as a simple but significant intervention, the campaign introduced affordable corrective footwear distributed through a hyperlocal network of over 4,500 cobblers, resulting in 228,000 plus pairs making their way to children who needed them most.

    Not far behind was another grassroots gem ‘Dabba Savings Account’ for ESAF Small Finance Bank. A clever rework of the humble steel kitchen container into a discreet piggy bank, the campaign helped promote financial literacy among rural women. The result? Over 120,000 new bank accounts opened without a single rupee spent on traditional media and a Merit Award in Direct Marketing to show for it.

    McCann Worldgroup Chairman and McCann Worldgroup India Asia Pacific and CEO & CCO Prasoon Joshi said, “It’s deeply fulfilling to work on ideas grounded in empathy and everyday realities that resonate on a global stage. These campaigns are a reminder that creativity, when driven by purpose, can become a genuine force for change whether it’s improving mobility for those with clubfoot or enabling rural women through financial empowerment. I’m grateful to the jury for this recognition, which I accept on behalf of my entire team committed to making ideas matter.”

    With trophies in hand and purpose in their stride, McCann Worldgroup India has shown that in advertising, walking the talk sometimes begins with simply helping someone walk.

  • ESAF Small Finance Bank undertakes heartfelt ‘Clap Of Joy’ campaign

    ESAF Small Finance Bank undertakes heartfelt ‘Clap Of Joy’ campaign

    Mumbai: ESAF Small Finance Bank, the new-age bank, has launched an emotional and innovative ‘Clap of Joy’ campaign to celebrate its anniversary. This unique campaign, envisioned by the brand, had an 8-member crew set out on a journey in a themed vehicle.

    The intention was to gauge the emotion that ESAF, as a brand, stood for. The result was two emotional and powerful films that reflected the impact made on different communities and customer segments of ESAF. The campaign covered the organisation’s achievements over the past seven years.

    From the vibrant streets of Mumbai to the humble dwellings and bustling markets of Kolkata, each leg of the journey added a new chapter to the story and offered fresh perspectives. The impact was clearly evident from the feedback of the customers. Travelling over 11,000 kilometres across the heart of India, amidst the richness of its culture, was truly memorable for the participants. There was curiosity, and they captured attention wherever they went.

    Small Finance Bank EVP-HR, ESAF George Thomas expressed his enthusiasm and said, “As a social bank, we believe in upholding society as a whole. Therefore, we decided to gather perspectives from both customers and beneficiaries. The campaign name ‘Clap of Joy’ resonated well with the experiences of our customers and well-wishers.” Speaking about the campaign, Sony V. Mathew, VP, head of branding & communication, said, “Clap of Joy was an initiative aimed at closely interacting with our customers and measuring their experience. We visited customers across different segments and gathered valuable feedback. The insights derived from this led to the creation of the ‘Clap of Joy’ campaign, which was planned as part of our anniversary celebrations. The attention garnered by the branded vehicle was invaluable, significantly contributing to brand awareness, particularly in regions where our presence is more sporadic.”

    “The world was an open canvas for us. It was an opportunity to paint or absorb natural wisdom through both minds and lenses. The output now speaks for our efforts,” Sony V. Mathew added. “As a filmmaker, the challenge was to find a universal idiom to communicate the success story of ESAF across the infinitely diverse nation that India is. Clap was the perfect answer, and filming the sheer joy of the clap was indeed a thing of beauty,” said the ad film director, Rajesh K. Abraham.

    From humble beginnings, ESAF Small Finance Bank has achieved numerous milestones through its commitment to providing financial support to unserved and underserved communities. This journey officially began seven years ago, on 17 March 2017. The Bank’s achievements testify to its efforts to empower people across various strata of society through unbridled dedication and exemplary service. Recognised by several national and international organisations, the Bank’s legacy validates its adherence to the 3 Ps of ‘People, Planet, and Prosperity.’

  • ESAF launches ‘The Power to Dream Bigger’ campaign

    ESAF launches ‘The Power to Dream Bigger’ campaign

    Mumbai: ESAF Small Finance Bank has launched an inspiring new brand campaign, “The Power to Dream Bigger,” aimed at showcasing how the bank expands the chain of joy by empowering the customers especially women from the lowest ebb to the highest.

    Notably, the bank has played a significant role in fostering women empowerment through its branch functions, showcasing its dedication to supporting and uplifting women in various spheres of life.

    The campaign, which is a result of a customer study conducted in Kochi, Chennai, and Mumbai, highlights the bank’s commitment to meeting the needs of its customers across segments. In a broader sense, the campaign tries to communicate how the innovative products and services of the bank bridge the gap between the haves and the have-nots.

    By emphasising the bank’s role in transforming dreams into reality, the campaign aims to resonate with a broad audience, establishing ESAF Bank as a financial partner that joyfully fosters prosperity.

    Conceptualised by FCB Interface, Kochi, the campaign’s centrepiece is a vibrant TVC that communicates the concept of the chain of financial support the bank provides, cutting across segments. The brand campaign was followed by two product campaigns of FD and gold loan under the same umbrella – the power to dream bigger, as each product is designed to meet the brand objectives.

    ESAF Small Finance Bank EVP George Thomas said “The TV campaign is supported by a 360-degree initiative through print, radio, and online platforms. Plans for outdoor campaigns are also on the anvil. The brand campaign along with the two product campaigns under the same umbrella adds meaning to the initiative. Also, it underscores the fact that ESAF is not just a bank it’s a partner in converting its customers’ dreams into reality.”

    ESAF Small Finance Bank VP- head, branding & communications Sony V Mathew explained, “The campaign is the result of a study the agency conducted in three of our prime markets. Also, it is a new communication strategy that gives more meaning to our positioning, the joy of banking. We feel there is no better way to manifest the joy of banking than the chain of joy.