This Diwali, Ujjivan Small Finance Bank celebrated the festival of lights in a truly meaningful way with its innovative “Sound of Diwali” campaign, executed by Impact Communication. The initiative reimagined Diwali for the visually impaired — transforming it into a celebration of sound, connection, and inclusion.
As part of the campaign, participants recorded their festive wishes on specially designed, audio-enabled diyas. These Sound Diyas carried personalized messages and greetings, allowing visually impaired recipients to hear and feel the spirit of Diwali. The initiative transformed the traditional symbol of light into one of connection and sound.
Adding an innovative dimension, Ujjivan introduced an immersive Virtual Reality (VR) experience that offered participants a glimpse into the world from the perspective of visually impaired individuals. This interactive experience promoted empathy and awareness, reminding everyone that Diwali is not only about what we see, but also about what we share and feel together.
Over 800 audio-enabled Sound Diyas were distributed across Lucknow and Delhi, spreading joy to visually impaired individuals and their families. Each diya became a symbol of inclusion and belonging, lighting up hearts through the warmth of sound.
Commenting on the initiative, Lakshman Velayutham, Chief Marketing Officer, Ujjivan Small Finance Bank, said, “Diwali is the festival of lights, but for many in the visually impaired community, it’s a festival experienced through the warmth of voices and sounds. From audio-enabled Sound Diyas to VR journeys, we aimed to bring communities closer through technology that celebrates the true spirit of Diwali. The recognition from the India Book of Records reaffirms our belief that true inclusion begins with embracing diversity.”
The Sound of Diwali campaign has been acknowledged by the India Book of Records for the “Largest Distribution of Festive Audio Greeting Devices to Specially Abled Individuals.” This honor highlights Ujjivan’s ongoing commitment to innovation, accessibility, and social impact.
By blending tradition with technology, Ujjivan Small Finance Bank continues to ensure that every celebration shines brighter — echoing with joy, empathy, and togetherness.
