Paison Ki ABCD – A Film On Financial Literacy

Paison Ki ABCD – A Film On Financial Literacy

Mumbai (March 1, 2017): Ujjivan Small Financial Bank Ltd. (Ujjivan SFB) has launched an educational film on Financial Literacy titled ‘Paison Ki ABCD’. The film was conceptualized and executed in partnership with Parinaam Foundation, a non-profit organization aimed at economic empowerment of the underprivileged.

Ujjivan Small Finance Bank and Parinaam Foundation believe that Financial Literacy of the economically deprived is the first step towards ensuring financial inclusion within India. With this aim, the film was curated under the direction of Filmmaker Pradeep Sarkar who brought the vision and aspiration of Ujjivan SFB alive on celluloid. Sarkar has also created a 3 minute song on Paison Ki ABCD which has been integrated in the film.

Through this film, Ujjivan SFB and Parinaam Foundation intend to influence the mindset of consumers, eliminate the misconceptions about banking and educate them about the importance and benefits of a bank account. 

Commenting on the film, Vijay Balakrishnan, Chief Marketing Officer, Ujjivan SFB said, “When we built the brand identity of Ujjivan SFB, we made sure that we carried forward the ethos, philosophy and spectacular connect that Ujjivan had with the communities. The people and customers of Ujjivan had to be celebrated and this film beautifully does that. This film is also our attempt to highlight the fact that easily understood stimulus and banking behaviors positively impacts our customer segments and makes them realize the risks of not saving in a bank. .With this film we hope that ‘Paison ki ABCD’ becomes the lexicon of what Ujjivan Small Finance Bank can do for financial literacy not only for our customers but for the larger good of customers belonging to these segments of our society.. In the next few months, as we keep rolling out our branches, this film and song is bound to tug the heart and soul of our customers. The film will be translated in 9 regional languages and the Song will be leveraged as a caller tune. We are working very closely with Parinaam Foundation to put together a solid awareness and activation programme pan India.”

Mallika Ghosh, Executive Director, Parinaam Foundation said, “Our learning is that even though the unbanked are in desperate need to have a safe place to save their money, they feel intimidated and disrespected while encountering the present banking system. Ujjivan Small Finance Bank is still very much connected to their original mission, to be a bank for the unbanked. Parinaam Foundation will continue to play a vital role in making sure Ujjivan’s staff and customers understand what that vision is. Our first step is to help them through the Paison Ki ABCD Film and Song.”