To celebrate its anniversary, ESAF Small Finance Bank has unveiled the ‘Clap of Joy’ campaign. This campaign, envisioned by the brand, had an eight-member crew set out on a journey in a themed vehicle.
As per the company, the intention was to gauge the emotion that it, 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 the bank. The campaign covered the organisation’s work 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 evident from the feedback of the customers, the company stated.
Watch the campaign here-
Commenting on the launch, George Thomas, EVP-HR, ESAF Small Finance Bank, 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- Branding and 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.”
He added, “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.”
To this, Rajesh K. Abraham, the ad film director, said, “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.”
