Ujjivan SFB distributes lookalike cigarettes creatively on World No Tobacco Day

Ujjivan Small Finance Bank (Ujjivan SFB), a small finance bank based in India, has launched a unique initiative on ‘World No Tobacco Day’ to raise awareness among individuals about making healthier financial choices. The initiative is designed to capture people's attention when they least expect it and provoke thoughtful consideration about their financial habits.

To ensure that the message reaches the appropriate audience, Ujjivan SFB will distribute creatively designed lookalike cigarette boxes in areas with high foot traffic and smoking zones, such as corporate offices, malls, and street corners (nukkads). Each of these cigarette packs is designed with the message ‘Healthy habit to save more’. Inside the packs, there are cards that encourage people to explore financial options like opening savings accounts and fixed deposits at attractive interest rates, promoting better financial health.

Commenting on the initiative, Lakshman Velayutham, the Chief Marketing Officer of Ujjivan SFB, said, "The ‘World No Tobacco Day’ initiative is about presenting an alternative choice to people. While they are already aware of the dangers of smoking, we aim to serve as a reminder of the healthier choices they could make. We believe that our messages about ‘Savings Habit’ and ‘Wealth Creation’, delivered without invading their personal space, will have the desired positive impact.”

The three-day campaign, starting on May 29, 2024, will cover more than 100 urban and semi-urban locations across 30 cities in India. These cities include Mumbai, Pune, Kolkata, Jamshedpur, Hyderabad, Assam, Bhubaneswar, Patna, Ghaziabad, Noida, Delhi, and Bengaluru.