ESAF Small Finance Bank / IndiaCreative Commerce
Dabba Savings Account.
ESAF Small Finance Bank turned the kitchen rice tin where rural Indian women hide cash into a gateway to their first bank account.
- Brand
- ESAF Small Finance Bank
- Agency
- McCann India
- Market
- India
- Region
- Global
The challenge
Many rural women are unbanked and keep savings in a kitchen 'dabba', where it is often taken by their husbands.
The idea
The bank redesigned the dabba with a hidden compartment and sent female staff to women's gatherings to hand them out, open accounts and collect deposits. Micro-ATMs in rice shops made withdrawals easy, and the program stayed low-key to protect the women's privacy.
Case study source: Activation Ideas Source ↗
