When ICICI Bank needed a unique communication platform for their ‘Advantage Woman Savings Account’, we recommended a powerful solution. By combining the Bank’s mission with ‘My Identity, My Pride’, a series of visual essays by photographer Somshubro Sarkaar, we launched the #FundYourOwnWorth initiative. This campaign showcased the extraordinary stories of ordinary women and encouraged more women to share their experiences. Complemented by a moving manifesto film, a dedicated website, and a chance to win the Advantage Woman Awards and cash grants, the campaign captivated the nation. It culminated in a viral sensation, with the film clocking 7.5 million+ views across social platforms and ICICI Bank’s monthly account openings rising fourfold.