Women’s Day Campaign
CLIENT : SingleDebt
CATEGORY : Social Cause Campaign
CREATED : March 2025
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.
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)
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.
Women want to lead financial talks, not just nod—but societal norms and lack of tailored tools hold them back.
We personified financial conversations through:
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.
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).
We bridged awareness to conversion by adapting messaging across channels:
We immersed our audiences across their daily touchpoints, adapting messaging to fit platform psychology:
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:
WhatsApp drove 6x more engagement than email – proving personalized > broadcast.
Real-life impact:
By the Dashboard
This wasn’t just a campaign – it was a cultural nudge. By framing financial decisions such as debt management as a shared responsibility, SingleDebt: