London International Awards
2022 Winners and Finalists
Silver
Non-Traditional
Creativity in Commerce
Entrant: | McCann Worldgroup, Mumbai |
Brand: | Ujjivan Small Finance Bank |
Title: | "Shagun Ka Lifafa" |
Corporate Name of Client: | Ujjivan Small Finance Bank |
Chief Marketing Officer: | Lakshman Velayutham |
Agency: | McCann Worldgroup, Mumbai |
Chief Creative Officer: | Prasoon Joshi |
Executive Creative Directors: | Ashish Chakravarthy/Sambit Mohanty |
Creative Director - Art: | Vikash Ravi |
Associate Creative Directors: | Suresh PV/Karthik R |
Agency Head of Art: | Rathish Subramaniam |
Agency Account Executive: | Hrishikesh Menon |
Production Company: | Shoot at Sight, Mumbai |
Director: | Vineet Mahajan |
Executive Producer: | Raj Chedda |
Director of Photography: | Amol Jhadhav |
Description:
Indian marriages, at every strata of society, traditionally see guests come bearing cash gifts, called a ‘Shagun’. Most of these cash gifts are in multiples of Rs 10’s or 100’s, and in round numbers. But as per tradition, the Shagun should never be a round figure. Which is why they are always accompanied by a 1 Rupee coin, for this addition signifies prosperity and continuity for the couple. Guests usually put this cash or ‘Shagun’ in a special envelope, or a ‘Shagun Ka Lifafa’ - which for convenience already has a one rupee coin attached. Ujjivan Small Finance Bank, champions the financially unserved and under-served. Our eureka moment was using reimagining this age-old lifafa as an account opening form. When women opened the envelope, they realised they were receiving more than a cash gift. Because they could now open an account with just that one rupee!