Ujjivan Small Finance Bank (Ujjivan SFB), which serves more than 1 crore customers through 800 branches across 26 states and Union territories, has launched a new brand campaign, ‘Nothing Small About Us’, featuring actor R Madhavan as its brand ambassador.
The campaign seeks to address a customer perception that the word ‘Small’ in the bank’s name could imply limited ticket sizes, products or scale.
Campaign highlights expanded banking portfolio
‘Nothing Small About Us’ aims to showcase the evolution of Ujjivan SFB and its broader portfolio of banking and financial services.
The bank offers products and services across savings, deposits, lending and business banking, forex and NRI services, as well as investment and wealth solutions.
Its loan offerings range from ₹6,000 to ₹250 crore, covering a wide spectrum of individual and business financing requirements.
Ujjivan Small Finance Bank, Chief Marketing Officer, Lakshman Velayutham, 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.”
He said the campaign seeks to highlight Ujjivan’s branch network and range of banking and lending solutions, positioning the bank around its current scale, reach and breadth of offerings.
Velayutham said R Madhavan’s credibility, authenticity and trust built over the years made him a natural fit to communicate the campaign’s message.
R Madhavan joins as brand ambassador
The bank said its decision to appoint R Madhavan as brand ambassador is based on the alignment between the actor’s public image and Ujjivan’s values.
Over the years, Madhavan has been associated with qualities including integrity, humility, versatility and authenticity, while building a connect with audiences across geographies.
R Madhavan, Brand Ambassador, Ujjivan Small Finance Bank, said, “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.”
He said the information he gathered about the bank gave him confidence to associate with the brand.
“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,” Madhavan said.
Campaign to run across multiple platforms
The integrated campaign will be rolled out across television, print, digital, OTT/CTV, outdoor and social media platforms.
Ujjivan SFB will also extend the campaign across its branch network, creating a consistent brand message across its consumer touchpoints.
The campaign is intended to reinforce the bank’s positioning as a financial institution offering products across a broad range of customer segments and financial requirements.