Case Study Bank IEC
Ujjivan Small Finance Bank – WATSAN Loans
Securing a Better Life with
WATSAN Loans
Client
Ujjivan Small Finance Bank
Sector
Banking & NGO
Year
2023-2024
Ujjivan Small Finance Bank launched a communication initiative to raise awareness about WATSAN Loans—affordable, collateral-free loans designed to help families access safe water and sanitation facilities.
The campaign emphasized better living through financial inclusion, promoting dignity, health, and well-being with easy loans starting from ₹6,000 to ₹1,00,000 and a minimum EMI of ₹565.
To build awareness and engagement among branch visitors and potential customers about Ujjivan’s WATSAN Loan offerings.
The objective was to communicate how simple financial assistance can transform everyday hygiene and water access, inspiring families to take a step toward healthier, cleaner living.
Communication Objective
Creative Approach
To stand out in busy bank environments, we adopted an infotainment-led storytelling style — humorous yet insightful.
A quirky pair of cockroaches became metaphors for unhygienic living conditions. Their journey from one messy home to another humorously highlighted the transformative power of WATSAN Loans — where improved sanitation and water facilities drive away unhygienic conditions for good. The mix of humor, metaphor, and visual storytelling ensured immediate recall while subtly communicating the bank’s message of better living.
Creative Execution
The main IEC deliverable was a silent, LED-display video designed to instantly capture attention within bank branches.
Through engaging visuals and expressive animation, it narrated the cockroach couple’s adventures — from chaotic kitchens and toilets to well-upgraded, hygienic spaces — all made possible through WATSAN Loans.
The story concluded with a clear call to action:
“Visit our nearest branch or call us at 1800-208-2121 today!”
Print IEC
Supporting the video were two wallpapers and a brochure, crafted for both branch interiors and community-level promotion.
The design reinforced the key messages:
“Securing a Better Life with WATSAN Loans. Affordable Loans for Safe Water & Sanitation Facilities.” Loan details, features, and benefits — including the minimum EMI of ₹565 — were visually presented for easy readability by diverse audiences.
Wallpaper: Designed for high visibility within bank branches, the wallpapers served as instant attention-grabbers, communicating the essence of WATSAN Loans through bold visuals and clear messaging.
The campaign created a fresh, memorable identity for Ujjivan’s WATSAN Loans.
The infotainment-led visual storytelling successfully drew attention in branch spaces, sparking curiosity and conversations. The print and audio IECs enhanced visibility across touchpoints, collectively strengthening awareness about affordable sanitation and water loans — reinforcing the brand’s promise of “Securing a Better Life.”
