India lives in its villages, and what better way to spread the message of modern, transparent banking than going to those sites.HDFC bank’s “Dhanchayat” campaign is a financial inclusion campaign, aimed at educating rural populations across 5000 villages on the benefits of organized banking. “Dhanchayat,” literally Dhan Ka Panchayat (the wealth collective) illustrates the story of Swacch Banking (Transparent Banking) by contrasting current rural experiences highlighting the dangers of borrowing money from unorganized sources, and showcasing the modern bank experience. This CSR (corporate social responsibility) message for rural India is being played on mobile screens mounted on minivans. 10 such “Dhanchayat,” vans have been deployed to take the message to rural India in all major regional languages.
Digiqom as digital partner is amplifying the message in the online space via a dedicated social site with a city-wise image gallery, press coverage in online and traditional media and the live blog for “Dhanchayat” to build local and national awareness among the population.
With a reach of over 14.85 Lakh, the online campaign is supporting The “Dhanchayat” Vans which have covered villages in and around Mumbai, Nashik, Chandigarh, Ludhiana, Jamsher, Ferozepur, Hoshiyarpur, Madurai, Coimbatore, Ahmedabad, Lucknow, Raipur, Mysore, Kolkata, Bhubaneswar, Rajkot, Hyderabad, Guwahati, Jaipur, Kerala, Haryana and Goa. The story around the “Dhanchayat” launch has been published by many media publications such as, Times of India, The Hindu, The Tribune, Kashmir Reader, Economic Times and online publications like RuralMarketing, Khushboo of India, Swadesh News, Covai Post, and Odisha Diary.