Ujjivan Bank — Breaking Bias With Social Experiments

The Challenge

Ujjivan Small Finance Bank wanted to lead with purpose, not just promotions. The goal was to spark conversation around social issues through culturally-relevant “social experiments,” while maintaining the gravitas expected from a regulated small finance bank. The challenge was twofold:

• Create content that is bold, empathetic, and impactful
• Ensure credibility and brand safety for a serious financial institution

We needed to prove that meaningful social storytelling can coexist with brand seriousness—and perform on a creator-led channel like The Hub Bengaluru (THB).

Key Metrics & Achievements

• Cross-campaign engagement spikes on THB with strong watch-through rates and saves
• Above-benchmark completion on long-form mockumentary content (Women’s Day)
• Strong sentiment in comments indicating reflection and share-worthy resonance
• Efficient production-to-impact ratio through modular content design

You’ll add exact numbers below; this section captures the outcome themes.

Production Breakdown

https://www.instagram.com/reel/DG8IKjKtvlr/ | | April Fool's | Short-form stunt with reveal | Light, clever | https://www.instagram.com/reel/DH52yBHy7K5/ | | Valentine's Day | Relationship money experiment | Warm, conversational | https://www.instagram.com/reel/DGDNsB5yRdO/ | | No Tobacco Day | Public pledge experiment | Direct, civic-minded | https://www.instagram.com/reel/C7ogDbvvh30/ |

https://www.instagram.com/reel/DG7Aq-jyJlr/

https://www.instagram.com/reel/DH52yBHy7K5/

https://www.instagram.com/reel/C7ogDbvvh30/

https://www.instagram.com/reel/DG8IKjKtvlr/

https://www.instagram.com/reel/DGDNsB5yRdO/

Impact Results with Quantifiable Outcomes

Add screenshots under each campaign's metrics for visual proof of performance.

Performance Highlights