From decorating the house to preparing delicious food the festival brings joy and love to homes. Families always celebrate togetherness. But AU recognizes the small change required in our tradition, which goes a long way.
Their campaign promotes the idea of equality in things we forgot the term applies to. The film begins with a family welcoming their son back home from work during the holiday season. The son excited and elated to be back home notices something off about how the house functions.
During breakfast, he sees how his father and brother are on the dining table having breakfast served warm, while his mother and sister-in-law are still struggling in the kitchen so that their husbands get everything they need.
The protagonist excuses himself with a fake phone call from his office to avoid having breakfast with his father and brother. He, later on, makes sure to have breakfast with his mother and sister-in-law equally sharing the work with them.
This goes on for a while, and the protagonist’s father notices this. On Ganesh Chaturthi, the father takes an initiative to make sure that they have dinner together as a family. After all, a family that eats together, stays together.
The father’s initiative symbolizes breaking the old and traditional way of how homes worked. The initiative also promotes that change starts from us. The traditional way of how things worked shows how our culture in small ways enhances inequality.
The father, eventually just like the son, adapts to the changing world. This is also what AU small finance bank promises, to be there for their customers in this evolving and constantly changing world’s needs. They promise to respect and be there for all their customers regardless of their background effectively and equally.
AU small finance bank has its branches around Rajasthan, Gujarat, Maharashtra, Karnataka, Madhya Pradesh, and other states of the country. This campaign and the bank will promote its meaning full value successfully in these states that still stick to the old tradition of how families work.