The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Physical Items
Annual ID
OS23_DM055M
About the Work
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.
2023 Awards
Total Points: 3
Merit
Credits
Agency
McCann Worldgroup India / Mumbai
Art Director
Suresh P.v
Vikash Ravi
Chief Creative Officer
Prasoon Joshi
Director of Photography
Amol Jhadhav
Executive Creative Director
Sambit Mohanty
Producer
Raj Chedda
Account management
Hrishikesh Menon
Executive Director and Head of Creative
Ashish Chakravarty
HEAD OF ART
Rathish Subramaniam
Video Director
Vineet Mahajan
Related Awards
