Ujjivan Small Finance Bank’s corporate social responsibility initiative Chote Kadam has been taking steps in all the right directions. This time, the brief was clear and grand. To drive our activities through a mascot which was impactful, memorable and relatable.
Enter: Dadi – a benevolent elderly lady spreading hope and education in her society. However, the plan of illustrating Dadi was going through some glitches as artificial intelligence (AI) illustrations can’t be replicated on print media due to legal apprehensions.
The Objective
The task: Imagining situations with Dadi where she would wave her magic wand and be a beacon of change. So, we artfully laboured our way through strokes and manually drew 13 situations which were then broadcasted by the client over outdoor media, social and intranet.
Concept Write-up
Dadi is created to be the community’s hero. As a mascot of Chote Kadam, Ujjivan’s initiative towards developing the community by renovating schools, providing sanitation, drinking & healthcare facilities, and more, Dadi embodies a true caregiver & taskmaster by sharing her wisdom with the masses in a witty way. Her adventure shows the before & after impacts of Ujjivan on the development of society.
Taking Up Causes
With Dadi, we focused on generating awareness for the following causes