Shagun Ka Lifafa
Award: Graphite Pencil
Graphite Pencil / Commerce / Cultural Experience / 2023
Award: Wood Pencil
Wood Pencil / Commerce / Acquisition & Retention
Award: Shortlist
Shortlist / Commerce / Promotion
In most Indian households, men control the finances, including access to the bank account. Ujjivan Small Finance Bank champions the financially unserved and underserved. At Indian weddings, guests give gifts in specially designed envelopes called 'shagun ka lifafa', which for convenience already have a one rupee coin attached. Ujjivan Small Finance Bank wanted to reimagine this cultural cue and use it it bring financial equality to Indian women. The eureka moment was using the age-old lifafa as an account opening form, and allowing women to open an account with just that one rupee coin.
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