克里奧國際廣告獎 (Clio International Advertising Award)
2023
Ujjivan Small Finance Bank
．問題：在印度的大多數家庭中，尤其是在經濟較弱的社會階層，男性控制著財務。因此，女性在財務平等方面存在不足，並接受了自己不參與財務活動或獨立財務的角色。
．文化洞察：在印度的各個社會階層，傳統上婚禮上的客人會帶來現金紅包，稱為「Shagun」。這些現金紅包大多是以10或100的倍數，並且是整數。但根據傳統，Shagun永遠不應該是一個整數。這就是為什麼它們總是伴隨著1盧比硬幣，因為1盧比代表著夫妻和睦和情感延續。客人通常會將這筆現金或「Shagun」放在一個特殊的信封裡，或者一個方便的「Shagun Ka Lifafa®」，上面本就附有1盧比硬幣。
．創意：Uijivan小金融銀行將這種歷史悠久的禮物信封構思加入開戶表單。我們設計了各種帶有與婚禮常見聯繫的圖案和設計的禮物信封。這些禮物信封在文具店、禮品店以及未受到充分服務的婚禮購物地點提供。我們的靈感之一是重構禮物信封，並在受歡迎的婚禮購物目的地推廣。當女性打開這些信封時，她們會意識到自己不只是收到了一筆現金禮物。因為，她們現在可以用那1盧比開立銀行帳戶了！
．結果：Shagun ka lifafas（現金禮封）在印度的婚禮中傳播開來，僅在第一年就使23.2萬名女性走向了金融平等的道路。
Problem: in most Indian households. especially in economically weaker sections. Men control the finances, including access to the bank account. As a result, women don't have financial equality and have accepted their role to not be financially active or independent. Cultural Insight: 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 Z10'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 prosperitv 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. Idea: Uijivan Small Finance Bank, champions the financially unserved age-old lifafa as an account opening form. We designed a variety of these lifafas with motifs and designs that are commonly associated with weddings. The lifafas were made available in stationery shops, gift stores and under-served, Our eureka moment was reimagining this and popular wedding shooing destinations. When women opened the envelope, they realised they were receiving more than a cash gift. Because, they could now open a bank account with lust that one rupee! Result : The Shagun ka litafas made their way to weddings across India, empowering 232,000 women towards financial equality in just the first year alone.
