Valerie Madon Chief Creative Officer

ABOUT

Many Indian rural women do not bank. They auspiciously save cash in a Dabba (a steel rice canister). But their men take it away.
So ESAF Bank created the Dabba Savings Account for them. We re-created the Dabba with a hidden partition to safeguard their savings. Our female employees visited the women’s gatherings to hand out the new Dabbas, open savings accounts, and deposit their cash regularly. We equipped rice shops with micro-ATMs for easy withdrawals.
They began banking for the first time. But we didn’t publicise it for their privacy. ESAF Bank is now a trusted partner to these women.

MADEIT CREDITS

  • ESAF Small Finance BankClient
  • Adrian BotanChief Creative Officer
  • Bharath KulkarniAssociate Creative Director
  • Gokul M TAssociate Creative Director
  • Inês BarrosCopywriter
  • Javier CampopianoChief Creative Officer
  • Prasoon JoshiChief Creative Officer
  • Sambit MohantyHead of Creative
  • Sreekanth C KHead of Marketing
  • Unnikrishnan RSenior Creative Director
  • Vinod A KDirector of Video Production
  • Vishal AhluwaliaExecutive Vice President
  • * D&AD
  • * Sharath KuttikatECD
  • * Ashish ChakravartyExecutive Director & India Head of Creative
  • * Valerie MadonChief Creative Officer

Dabba Savings Account

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