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Modi-led Indian government campaign aims to draw more people into banking system

Ad agency RK Swamy BBDO is behind a new campaign for the Indian government to promote a financial inclusion initiative led by the new prime minister.

Known as the Prime Minister’s Jan Dhan Yojana, the initiative is to be formally announced tomorrow by newly elected premier Narendra Modi in New Delhi. A TV ad to promote the initiative, which a press release from the agency describes as “superbly animated”, launched on Monday.

The campaign is running run nationwide on TV, radio, in newspapers, outdoor, the web and social media.

Shekar Swamy, CEO of RK Swamy BBDO, said in a press release: “The Prime Minister’s Jan Dhan Yojana is so crucial for the welfare of millions. As an organisation, we place the top most priority to support such nation-building projects. We are privileged to be associated with it, and we are sparing no effort to ensure that the program is successful.”

Just under half of the population of India does not use a bank account, and instead relies of money lenders.

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