Campaign India Team
May 31, 2024

Ujjivan Small Finance Bank stubs out fiscal ignorance on ‘World no tobacco day’

The financial institution will distribute cigarette box lookalikes with creative designs in high-traffic smoking areas such as corporate offices, malls, and major thoroughfares to prompt consumers to make wiser investment choices in themselves.

Ujjivan Small Finance Bank stubs out fiscal ignorance on ‘World no tobacco day’

Ujjivan Small Finance Bank has launched a campaign to drive awareness amongst individuals to make healthier physical and fiscal choices. This initiative has been created to coincide with ‘World No Tobacco’ day, which falls on 31 May.

In 2023, a KPMG survey found that 49% of young Indian adults, aged between 20 to 44 years, consume tobacco in various forms. Tobacco abuse also causes 9.5% of deaths amongst Indians annually, and the direct medical costs totalled 5% of India's health expenditures in 2017–2018.

Ujjivan Small Finance Bank’s initiative endeavours to capture people's attention when they least expect it. To ensure that the message reaches the right audience, it will distribute creatively designed lookalike cigarette boxes in high-footfall smoking zones, like corporate offices, malls, and thoroughfares.

Each cigarette pack is designed with the message ‘Healthy habit to save more’. Additionally, the cards within the boxes will encourage people to explore options like opening savings and fixed deposit to secure their fiscal health, in addition to making the right lifestyle choices to safeguard their physical wellbeing.

Many investors, especially young people, feel overwhelmed by the sheer volume of information available when it comes to making and handling their investments and many do this without professional guidance. This shift away from seeking traditional financial advice is partly due to a longstanding mistrust of financial advisers, fuelled by concerns that they prioritise their own commissions over their clients' best interests. This sentiment has only been amplified by negative portrayals of financial advisers on social media, particularly with the emergence of influencers in the finance space.

Market research conducted by Max Life Insurance in partnership with Kantar reveals a concerning disparity in financial literacy and access to protection between tier-one and tier-two cities in the country. While tier-one cities score 45 points on the protection quotient, tier-two regions lag significantly behind at just 36 points.

To bridge this gap, there's a pressing need for targeted initiatives and educational campaigns tailored to tier-two audiences. This involves leveraging more accessible media channels and simplifying the process of acquiring life insurance products online. By implementing these strategies, individuals in smaller urban centers can feel empowered to make informed decisions about their financial futures.

Lakshman Velayutham, chief marketing officer of Ujjivan Small Finance Bank, said, "This initiative is about presenting another solutions to people. While they are aware, we are trying to serve a reminder with choices that they could possibly make… without stepping into their personal space.”

The three-day campaign started from May 29 and will cover over 100 urban and semi-urban locations across 30 Indian cities. These include Mumbai, Pune, Kolkata, Jamshedpur, Hyderabad, Assam, Bhubaneswar, Patna, Ghaziabad, Noida, Delhi and Bengaluru.

Campaign India

Related Articles

Just Published

1 day ago

Kondurkar Studio responds to ideation controversy ...

The studio credited for the ideation behind the Cannes Lion-winning 'The Steel of India' film claims it is being unfairly targeted for criticism over Wieden + Kennedy's claims to be the originator of the work.

1 day ago

South Asia Agency of the Year Awards 2024

Celebrating your excellence at Agency of the Year

1 day ago

Birla Opus' feel-good animated film paints a new ...

‘Make Life Beautiful!' features an animated colourless world, made vibrant by a kid who beautifies spaces with his magical touch

1 day ago

MasterChow takes retail route as it aims for higher ...

The D2C brand is working on an omni-channel approach, has increased marketing spends by 20% and is aiming to pick 10% Indian market share over the next few years.