Sahastradhara Kshetriya Gramin Financial Services (SKGFS) was set by IFMR Holdings which is aÂ subsidiary of IFMR Trust with a mission “To maximize the financial well-being of every individual and every enterprise in the remote rural hills of Uttarakhandâ€.
Sahastradhara KGFS provides a range of financial services which includes credits, insurance, remittance and investments.
The branches of this financial institutionÂ gel in well with the village environment and thus the communication about the services which was conceived on a poster of the dimensions 2 feet by 5 feet that would be a part of every branch needed to be seamlessly integrate with the current experience.
The following key services of the bank had to be communicated to the rural audience.
The language of communication was Hindi and the chosen dimension of the poster was a prerequisite that arose from the size of the wall in which it had to be placed.Â We chose illustrations to communicate these 7 offerings easily and effectively.
From a research of the peopleÂ and culture of the land we were able to build the characters for our script and the language of the illustrations. The colors and expressions are typical of the land and its people.
An understanding of the local nativeâ€™sÂ interpretation of these financial services helped us build appropriate metaphors and the corresponding visuals for each of the services.Â The following visuals were designed which were later incorporated together in the poster communicating the services of KGFS.
Sahastradhara KGFS intends to extend financial support to tourism ventures in the state of Uttarakhand for:
To this extent Sahastradhara KGFS invites interested bodies like civil society organizations/ NGOs/ private companies/ individuals, etc. for partnership and mutual collaboration. The idea is to add to the existing tourism infrastructure in the state and create additional livelihood opportunities and better ambiance for tourist.
To promote this interest of KGFS in rural tourism a joint conference was hoisted where KGFS partnered with RTNE (Rural Tourism Network, a body which specialises in rural tourism).
It was decided that the promotion material would be in form of a flyer of A4 size adhering the logistics and other associated constraints.Â The huge amount of information to be communicated made it impossible to place it in a conventional manner on a A4 sheet.
The verbose text made the flyer dull and intimidating.Â To overcome this problem we divided the content into sections giviing the information a logical flow.Â Next, we devised an innovative folding of the A4 sheet, which divided the entire space into 9 frames.
The information wasÂ placed in these 9 frames in such a manner that each frame had just the right amount of information and led way to the next frame, thereby unfolding the entire information much like a story with each passing sentence building the interest and leading to the next one.Â The folding of the flyer not only transformed the entire communication to a presentation but also made the flyer functionally easier to handle.
It was a common observation that such A4 size flyers are usually folded by the recipients in-order to be easily stored.Â Our pre-folded flyer which folded back to the size of a visiting cardÂ was easy to carry and handle.
The communication was a big success with the innovative flyer widely read and appreciated by the audience.