Overview
Ujjivan Small Finance Bank wanted to connect with the women of the home on Women's Day through a cultural message that felt sharp, self-aware, and human. The work became Make Way, a platform that questioned why women's progress is so often framed through a gendered caveat.
There is no 'in spite' in progress. By using the voices of Ujjivan's women leaders in a familiar, popular format, the campaign could critique everyday bias without becoming preachy.
