Mumbai: ESAF Small Finance Bank, the new-age bank, has launched an emotional and innovative ‘Clap of Joy’ campaign to celebrate its anniversary. This unique campaign, envisioned by the brand, had an 8-member crew set out on a journey in a themed vehicle.
The intention was to gauge the emotion that ESAF, as a brand, stood for. The result was two emotional and powerful films that reflected the impact made on different communities and customer segments of ESAF. The campaign covered the organisation’s achievements over the past seven years.
From the vibrant streets of Mumbai to the humble dwellings and bustling markets of Kolkata, each leg of the journey added a new chapter to the story and offered fresh perspectives. The impact was clearly evident from the feedback of the customers. Travelling over 11,000 kilometres across the heart of India, amidst the richness of its culture, was truly memorable for the participants. There was curiosity, and they captured attention wherever they went.
Small Finance Bank EVP-HR, ESAF George Thomas expressed his enthusiasm and said, “As a social bank, we believe in upholding society as a whole. Therefore, we decided to gather perspectives from both customers and beneficiaries. The campaign name ‘Clap of Joy’ resonated well with the experiences of our customers and well-wishers.” Speaking about the campaign, Sony V. Mathew, VP, head of branding & communication, said, “Clap of Joy was an initiative aimed at closely interacting with our customers and measuring their experience. We visited customers across different segments and gathered valuable feedback. The insights derived from this led to the creation of the ‘Clap of Joy’ campaign, which was planned as part of our anniversary celebrations. The attention garnered by the branded vehicle was invaluable, significantly contributing to brand awareness, particularly in regions where our presence is more sporadic.”
“The world was an open canvas for us. It was an opportunity to paint or absorb natural wisdom through both minds and lenses. The output now speaks for our efforts,” Sony V. Mathew added. “As a filmmaker, the challenge was to find a universal idiom to communicate the success story of ESAF across the infinitely diverse nation that India is. Clap was the perfect answer, and filming the sheer joy of the clap was indeed a thing of beauty,” said the ad film director, Rajesh K. Abraham.
From humble beginnings, ESAF Small Finance Bank has achieved numerous milestones through its commitment to providing financial support to unserved and underserved communities. This journey officially began seven years ago, on 17 March 2017. The Bank’s achievements testify to its efforts to empower people across various strata of society through unbridled dedication and exemplary service. Recognised by several national and international organisations, the Bank’s legacy validates its adherence to the 3 Ps of ‘People, Planet, and Prosperity.’
