Winner of a 2023 Clio Grand Award for Cultural Experiences
Winner of a 2023 Clio Gold Award for Acquisition & Retentions
Winner of a 2023 Clio Bronze Award for Experience/Activation

This winning entry titled 'Shagun Ka Lifafa' was entered for Ujjivan Small Finance Bank by McCann Worldgroup India, Mumbai. The advertising agency is part of the agency network: McCann Worldgroup and holding company: Interpublic Group.

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.

Ujjivan Small Finance Bank champions the financially unserved and underserved. And wanted to intervene in a culturally relevant manner to drive change so that women could have financial equality.

Indian marriages are attended by thousands of guests. Traditionally, most of these guests come bearing cash gifts, called a ‘Shagun’.

As per tradition, the Shagun is never a round figure and is always accompanied by a 1 rupee coin as this signifies prosperity and continuity for the couple.

Before gifting their Shagun to the newly-weds, guests put it in specially-designed envelopes or ‘Shagun Ka Lifafa’ - which for convenience already have a one rupee coin attached.

We wanted to reimagine this culturally relevant device and make it bring financial equality to the women of India.

Our eureka moment was using the age-old lifafa as an account opening form. What’s more women could open an account with just that one rupee coin.

This professional campaign titled 'Shagun Ka Lifafa' was published in India in April, 2023. It was created for the brand: Ujjivan Small Finance Bank, by ad agency: McCann Worldgroup India. This Integrated medium campaign is related to the Finance industry and contains 2 media assets. It was submitted 5 months ago.


Agency Network McCann Worldgroup
Holding Company Interpublic Group
Production Company Shoot at sight, Mumbai
Advertiser Brand Ujjivan Small Finance Bank, Bangalore
Advertising Agency McCann Worldgroup India, Mumbai
Entrant Company McCann Worldgroup India, Mumbai
Chief Creative Officer / Copywriter Prasoon Joshi / McCann Worldgroup
Executive Director and Head of Creative / Copywriter Ashish Chakravarthy / McCann Worldgroup
Executive Creative Director / Copywriter Sambit Mohanty / McCann Worldgroup
Executive Creative Director Rathish Subramaniam / McCann Worldgroup
Art Director Suresh P.V. / McCann Worldgroup
Copywriter Karthik R / McCann Worldgroup
Art Director Vikash Ravi / McCann Worldgroup
Account Executive Hrishikesh Menon / McCann Worldgroup
Video Director / Writer Vineet Mahajan
DOP Amol Jhadhav / Shoot at sight
Producer Raj Chedda / Shoot at Sight


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.