It Starts with her, #LetsDiscussWithHer

Women’s Day Campaign

CLIENT          :     SingleDebt
CATEGORY   :     Social Cause Campaign
CREATED      :     March 2025

  • ABOUT THE CLIENT

SingleDebt is India’s 1st and only Debt Management company, leading the #DebtFreeIndia mission, with 40+ years of global experience.  We offer comprehensive debt management, budgeting, anti-harassment & legal support to help individuals, families and businesses achieve financial stability.

SingleDebt’s commitment has earned them recognition in the industry including the award of “Best Debt Management Company in India & UAE“ and as the “Finalist at IFTA 2024” in the Fintech StartUp of The Year category.

  • The Big Idea:
  • Why this campaign mattered?

In India,
where 87% of women influence household financial decisions but only 23% have formal financial control, SingleDebt launched a provocative question:

“What if we stopped saying
‘I’ll inform my wife later’ and started saying 
‘Let me discuss WITH HER now’?”

This became the rallying cry for our SingleDebt Women’s Day 2025 campaign – not just celebrating women, but disrupting financial patriarchy through:

  •  Awareness (challenging stereotypes)

  • Action (practical debt solutions)

  • Advocacy (legal/financial empowerment)

  • The Strategy: A 360° Disruption Playbook:

Financial patriarchy persists, with critical decisions like loans, EMIs, or investments often made for women, not with them. This disconnect leaves millions of women silently burdened by debt stress without agency.

  • Target Audience:
PRIMARY:
Women aged 25–50 in urban/semi-urban India, managing household finances but excluded from formal decision-making.
SECONDARY: Husbands/sons and other family members open to equitable financial conversations.
TERTIARY: Women entrepreneurs seeking debt solutions for businesses.  
  • Customer Insight:

Women want to lead financial talks, not just nod—but societal norms and lack of tailored tools hold them back.

  • 1. The Creative Hook: "Let Me Discuss With Her"

We personified financial conversations through:

  • Logo Unit:

COLOR THEME:
The color palette was inspired by the SD logo, featuring a bold combination of red, white, and black. These colors were chosen to ensure a strong, eye-catching visual identity that aligns with the campaign’s empowering message.

FONT SELECTION:
The font used in the unit was specifically chosen to complement the comic-style illustrations.

DIALOGUE DELIVERY:
Speech bubble was incorporated into the design to visually denote dialogue, mirroring the comic style and enhancing the connection between the characters and their audience.

KEYWORDS & MESSAGE:
The unit prominently features key phrases like “Her voice matters” and “Her decision matters,” which reinforce the
central theme of women empowerment.

  • Comic-style animation, blending nostalgia with modern messaging to break the online scrolling monotony
  • Relatable scenarios:

THE HIDDEN MIDDLEMAN:
When banks say, “Get your husband’s signature for a loan,” they assume he’s the decision-maker. But ask any mother—she’s the one calculating school fees against EMIs, cutting grocery budgets to keep the car loan alive.

THE APPROVAL PARADOX:
 “Ma’am, your loan is approved!” feels empowering… until relatives whisper, “Shouldn’t your husband handle this?”

THE ENTREPRENEUR’S DILEMMA:
Women founders juggle growth plans with societal scripts: “Business loan ki EMI nahi, shaadi ki savings dekho!” (Prioritize wedding savings over business loans).

  • Glitchy retro-TV effects on the video creative to mirror how society "glitches" when women lead money talks and adding an element of sensory motion to gain visual attention
  • 2. The Conversion Engine: From Awareness to Action

We bridged awareness to conversion by adapting messaging across channels:

We immersed our audiences across their daily touchpoints, adapting messaging to fit platform psychology:

PRIMARY AUDIENCE (WOMEN):
Meta/Instagram videos used urgency to drive shares.
SECONDARY (FAMILIES):
WhatsApp’s personalized and community awareness about debt assessments, mirroring private financial talks.
TERTIARY (ENTREPRENEURS):
SEO blogs like “Women-Led Startups Beating Debt in 2025: The Management Edge“ educated quietly.  
ON-GROUND:
Free consultations at our offices turned online interest into offline trust.  

Every channel had a tailored voice—inspirational, actionable, or educational—to meet audiences where they were.

We didn’t just preach – we offered real tools:

META ADS:
1.2 M+ engagements “Skip the guilt, start the talk” CTA
WHATSAPP:
63% read rate Personalized debt assessments
SEO
3,584 organic visits “Debt management for Indian women”  
EMAIL
11.5% open rate “Your mom’s money advice was right”  
  • Key Insight:

WhatsApp drove 6x more engagement than email – proving personalized > broadcast.

  • 3. The Cultural Impact: The campaign went beyond marketing:

Real-life impact:

  • 45+ leads for debt consultations
  • Collaborations: Partnered with Laxmi Gyaan, founded by financial educator Priyanka Acharya, to bring you battle-tested wisdom. Together, we’re bridging the gap between cultural money mindsets and modern financial freedom for women at large.
  • The Numbers: Proof of Change

By the Dashboard

8M+:
total reach
4,090:
video completions(ThruPlays)
63.1 %:
WhapsApp read rate
#1 RANKING
for “debt management for women”
  • The Final Word

This wasn’t just a campaign – it was a cultural nudge. By framing financial decisions such as debt management as a shared responsibility, SingleDebt:

  • Made finance a dinner-table conversation
  • Proved empowerment drives business results
  • Set a new benchmark for cause-based marketing
Let’s Тalk