Lucknow, October 2025: Ujjivan Small Finance Bank, (Ujjivan SFB) has been awarded the India Book of Records (IBR) certification for its innovative and inclusive initiative–‘Sound of Diwali’. The record was set for the largest distribution drive of Audio Diwali greetings for Visually Impaired, involving 800 participants in 7 cities and demonstrating the Bank’s innovative approach in making Diwali truly inclusive for visually impaired individuals.
While most people experience Diwali through the glow of diyas and sparkle of lights, for the visually impaired community, the festival comes alive through sound the laughter, fireworks, bells, and festive wishes around them. Building on this insight, Ujjivan’s ‘Sound of Diwali’, initiative focused on transforming the Festival of Lights into a sound-based celebration, bringing joy to those who experience Diwali differently.
At the heart of the campaign were specially designed Sound Diyas which are audio-enabled diyas that carried recorded Diwali wishes for the visually impaired. Experiential setups across Delhi and Uttar Pradesh, invited citizens to record personal Diwali greetings messages of love, hope, and happiness. Each recorded diya was symbolically lit on a digital Maximaa Screen visualizing how every shared message spread collective joy. Additionally, a specially designed Sound of Diwali Van travelled across Uttar Pardesh, offering visitors an eye-opening immersive experience through VR technology. Participants entered the VR zone expecting vibrant Diwali visuals, only to encounter a black screen accompanied by festive sounds; helping them understand how the visually impaired experience the festival. The powerful message: “Kuch logon ke liye Diwali aisi hoti hai — khushiyon ki awaaz toh sunai deti hai, par roshni dikhayi nahi deti.” The experience concluded with an invitation to record a wish for someone who can’t see the lights, making them an active part of creating an inclusive celebration.
Post-Campaign Impact Data
- Number of Sound Diyas recorded and distributed – 800
- Number of visually impaired beneficiaries reached – 800
- Number of cities covered – 7
- Public participation numbers – 2000+
- Specific IBR record details – Record was set for the largest distribution drive of Audio Diwali greetings for Visually Impaired.
Lakshman Velayutham, Chief Marketing Officer, Ujjivan SFB, said “Diwali is the festival of lights, but for many in the visually impaired community, it’s a festival experienced through the warmth of voices and sounds. From audio-enabled Sound Diyas to VR journeys, we aimed at bringing communities closer by making use of technology that helped celebrate the joys of Diwali. The ‘India Book of Records’ recognition reaffirms our belief, that true inclusion within our society begins with embracing diversity.”
The recorded Sound Diyas were distributed along with sweets and special Ujjivan-branded gift boxes with Braille greetings to visually impaired individuals and communities across all campaign cities.
