As a customer centric organization, the financial well-being of our customers has always been paramount. Our endeavour is to understand the pain points of our customers and provide adequate solutions that can lead to having well-informed, and empowered customers. Globally, for sustained inclusive and sustainable economic growth, it has become pertinent now more than ever to create self-employment opportunities and access to financial services. The Customer Awareness Program for Financial Literacy and Fraud Prevention aims to bridge this gap and bring our women customers one step closer to making better financial decisions towards savings and better investments. Our customers with financial independence and the right knowledge can make a difference for their family's financial stability and better prospects in the future.

To provide customers with the “right information” and explain the concept of “doing things the right way”, we worked on a campaign for the MFI and Liabilities businesses by means of Brand storytelling. We created a series of stories very close to the customer’s formative experiences and introduced a female protagonist “Bharati Didi” to explain certain critical processes and information that the audiences could benefit from. The protagonist helped create a narrative to propel the message of financial literacy and fraud prevention with real life incidents. These stories were meant to educate and empower the marginalised and underserved woman of Bharat to make informed financial decisions. These relatable bite-sized animated videos launched on Feb 22, 2023, followed by a 5-part film series launched on May 2, 2023, with real life professional actors portraying the roles of Bharati Didi and a common wise man. Both characters portray a friendly neighbour persona, who impart their knowledge towards preventive and progressive financial literacy. The videos were launched on YouTube which have garnered over 1 million views.

Odisha witnessed the launch of our Customer Awareness Program; a first-of-its-kind initiative in the industry, for Financial Literacy & Fraud Prevention. Post the mega launch event in May Bhubaneswar, we reached out to the grassroot level to educate our microfinance customers about financial skills and concepts by showing them these bite sized video messages in the vernacular language Odiya.

Our on-ground activations included showcasing these videos via rural outreach events in 20 branch locations with 2500 members and a life size BFIL branded LED video van which started from Bhubaneshwar covering 4,945 kms across Odisha. The program covered 20 Branch locations in Odisha, to create awareness around financial frauds, safety, products, and overall financial well-being. Mobile Van audio video to communicate the, across different parts of the state. We have managed to touch 1,25,000 (approx.) lives in this rural connect program across Odisha creating visibility and brand recognition. Many positive and emotional success stories were captured during these events creating long lasting customer relationships. This effort was the first of its kind which created buzz amongst potential future customers.