Ujjivan Small Finance Bank launches Gaadi Geet, a folk-inspired campaign rooted in Bihar

Patna, 10th February 2026: Ujjivan Small Finance Bank today launched ‘Gaadi Geet’ a hyperlocal campaign deeply rooted in the state’s cultural fabric. Folk music has long served as a powerful medium of expression, community bonding, reflecting everyday emotions, humour and social relationships across generations. 

Traditionally, Gaari Geet as a folk form is known for its sharp humour and provocative lyrical exchanges. For Gaadi Geet, Ujjivan Small Finance Bank has consciously retained the familiar tune and rhythmic structure of the tradition while reinterpreting it with positive, celebratory lyrics. This approach leverages the power of local music as an accessible and effective medium to communicate messages of aspiration, progress and everyday mobility in a culturally respectful and inclusive manner.

To bring Gaadi Geet to life authentically, Ujjivan collaborated with a popular regional artist Ragini Vishwakarma, who composed and performed the song, infusing it with local dialects, musical styles and cultural nuances that resonate strongly with communities across Bihar. By retaining the rhythm, tone and local flavour of the original tradition, the campaign stays true to its cultural roots while connecting meaningfully with the customers.

The campaign will be amplified through a mix of digital and on-ground touchpoints, including social media platforms, branch-level engagement, dealer activations and community-led interactions, enabling customers to experience the campaign in spaces that are familiar, trusted and culturally relevant. With Gaadi Geet, Ujjivan Small Finance Bank marks a first-of-its-kind cultural integration in the banking space, highlighting the Bank’s focus on building deeper emotional connections while supporting the everyday aspirations of its customers.

To view the song-  https://youtu.be/TdHWjEZ6OII?si=gQwZy1kYkTkuYzbo 

Commenting on the launch, Mr. Premkumar G, Business Head-Vehicle Finance, Ujjivan Small Finance Bank, said, “Gaadi Geet reflects our belief that banking become truly impactful when they connect with people through culture and lived experiences. Blending folk tradition through regional art forms along with the aspirations and mobility needs of our customers, ensures relatability and rootedness in the community.” 

About Ujjivan Small Finance Bank Limited

Ujjivan Small Finance Bank Limited is a Scheduled Commercial Bank serving ~99.6 lakh customers through 777 branches across 339 districts in 26 states and Union Territories, supported by robust digital channels. The Bank offers a diversified portfolio spanning across Affordable Housing, MSME, Agri, Vehicle, Gold, Micro-Mortgage, FIG, and microfinance (group and individual) loans. As of December 31, 2025, Ujjivan’s gross loan book stood at ₹37,057 Crore, with deposits of ₹42,223 Crore and a Net worth of ₹6,519 Crore. The Bank is rated AA- (Stable) for long-term facilities and A1+ for short-term instruments by CARE Ratings and CRISIL, reflecting the sustained strength of the banks performance and balance sheet.

Web: www.ujjivansfb.bank.in Twitter:  @   UjjivanSFB 

For further information, please contact: 
Ujjivan Small Finance Bank Limited
Ms. Flovie Martins
flovie.martins[at]ujjivan[dot]com