Case Study Bank IEC
Creating Awareness for
WASH Loans
Client
IndusInd Bank (BFIL) & Water.org
Sector
Banking & NGO
Year
2024-2025
IndusInd Bank’s BFIL wanted to spread awareness about their Water and Sanitation (WASH) Loans among rural households and tier-3 cities in India. The loans promised families access to clean water and safe sanitation with minimal paperwork, no collateral, and affordable EMIs.
Our role was to design an end-to-end IEC campaign that could both educate villagers in simple, relatable language and equip the sales force with professional tools to communicate effectively. The solution combined print materials (catalog, brochure, posters) with two animated explainer videos, ensuring that information was accessible, memorable, and easy to act upon.
The Challenge
In many tier-3 towns and villages, families were unaware that loans for water and sanitation were even available. The client needed a campaign that would make these financial products feel human—less about paperwork, more about dignity, health, and everyday convenience.
Our Process
Planning & Insight
Understood the client’s goals, studied rural household needs, and mapped how WASH loans could be explained in relatable ways.
Concept & Design
Developed storylines, draft visuals, and messaging frameworks, then refined them into brochures, catalogs, posters, and video scripts.
Production & Delivery
Produced final print and video IEC materials, ensuring they were culturally relevant, field-ready, and impactful for ground campaigns.
Creative Execution
To connect with both villagers and sales staff, we created a mix of print and video materials that worked together for maximum impact.
Video IEC
Since videos speak directly to emotions, we divided the content into two relatable stories
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​Water Loans Video : Focused on piped water, rainwater harvesting, purification systems, and handpumps.​​
​Sanitation Loans Video: Highlighted twin leach pit toilets, septic tanks, renovations, and retrofitting with bathing facilities.
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Both films used everyday scenarios to show how small loans could bring health, safety, and dignity into homes.
Every design was more than just communication — it was a bridge of understanding, helping families see how a small loan could change daily life with dignity and ease.
