Swadhaar FinAccess
2025
behaviour psychology
behaviour psychology
behaviour psychology
behaviour psychology
learning science
learning science
learning science
learning science
storytelling
storytelling
storytelling
storytelling
Anita ka Parivaar bana Hoshiyaar
A microlearning experience designed to improve financial literacy in rural and semi-urban India. Each short, story-led video turns everyday dilemmas into powerful teachable moments.
Microlearning Videos for Financial Literacy
2025
Microlearning Videos for Financial Literacy
2025
Background
Only 1 in 4 adults in rural India is financially literate. This gap doesn't just affect savings or credit, it shapes how families handle emergencies, invest in futures & navigate an increasingly digital economy
Swadhaar FinAccess, a non-profit committed to deepening financial inclusion among low-income, low-literacy communities, has been addressing this challenge through a blended physical-digital education model.
While multimedia is a big part of Swadhaar's impact and product strategy, with the redesign of their Swahdaar Saathi app they wanted to take a different approach.
That’s where we came in. We designed 12 microlearning videos that not only conveyed key messages around financial habits but create positive behaviours around finance. Each video was embedded with behaviour change cues and carefully structured to reduce cognitive load — making learning memorable, relatable and actionable.
THE ANANDSHALA STAKEHOLDER MAP
A stakeholder map was created to understand the position, interactions and role of key stakeholders in the ecosystem.
THE ANANDSHALA STAKEHOLDER MAP
A stakeholder map was created to understand the position, interactions and role of key stakeholders in the ecosystem.
INTERVENTION STRATEGY
A consolidated Engagement Directory was created that provided details for building out the proposed behaviour change interventions.
CHALLENGES & APPROACH
CHALLENGE ONE
How to simplify complex financial topics
We used everyday language, familiar terms & relatatable situations to make finance feel easy to uinderstand
CHALLENGE ONE
How to simplify complex financial topics
read more →
We used everyday language, familiar terms & relatatable situations to make finance feel easy to uinderstand
CHALLENGE ONE
How to simplify complex financial topics
We used everyday language, familiar terms & relatatable situations to make finance feel easy to uinderstand
CHALLENGE ONE
How to simplify complex financial topics
read more →
We used everyday language, familiar terms & relatatable situations to make finance feel easy to uinderstand
CHALLENGE TWO
How to shift deep rooted financial behaviours
We embedded behaviour change cues into every storyline & framed change as both possible as well as necessary
CHALLENGE TWO
How to shift deep rooted financial behaviours
read more →
We embedded behaviour change cues into every storyline & framed change as both possible as well as necessary
CHALLENGE TWO
How to shift deep rooted financial behaviours
We embedded behaviour change cues into every storyline & framed change as both possible as well as necessary
CHALLENGE TWO
How to shift deep rooted financial behaviours
read more →
We embedded behaviour change cues into every storyline & framed change as both possible as well as necessary
CHALLENGE THREE
How to make learning stick
We designed every episode to be easy to remember and apply—using clear story arcs, catchy phrases, and tightly aligned visuals to support recall and action.
CHALLENGE THREE
How to make learning stick
read more →
We designed every episode to be easy to remember and apply—using clear story arcs, catchy phrases, and tightly aligned visuals to support recall and action.
CHALLENGE THREE
How to make learning stick
We designed every episode to be easy to remember and apply—using clear story arcs, catchy phrases, and tightly aligned visuals to support recall and action.
CHALLENGE THREE
How to make learning stick
read more →
We designed every episode to be easy to remember and apply—using clear story arcs, catchy phrases, and tightly aligned visuals to support recall and action.
Challenges
Strategies
LEARNING STRATEGIES
BEHAVIOUR CHANGE STRATEGY
Behavioural Clunking
Each lesson breaks down complex processes into small, manageable, low friction actions that help in easier adoption and repeatition leading to gradual behaviour change.
BEHAVIOUR CHANGE STRATEGY
Behavioural Clunking
Each lesson breaks down complex processes into small, manageable, low friction actions that help in easier adoption and repeatition leading to gradual behaviour change.
BEHAVIOUR CHANGE STRATEGY
Behavioural Clunking
Each lesson breaks down complex processes into small, manageable, low friction actions that help in easier adoption and repeatition leading to gradual behaviour change.
BEHAVIOUR CHANGE STRATEGY
Behavioural Clunking
Each lesson breaks down complex processes into small, manageable, low friction actions that help in easier adoption and repeatition leading to gradual behaviour change.
LEARNING STRATEGY
Dual Coding Principle
Information was presented in a manner where both visuals and audios reinforced one another for ease of comprehension. With this, we reduced cognitive load and ensured that concepts landed both verbally and visually.
LEARNING STRATEGY
Dual Coding Principle
Information was presented in a manner where both visuals and audios reinforced one another for ease of comprehension. With this, we reduced cognitive load and ensured that concepts landed both verbally and visually.
LEARNING STRATEGY
Dual Coding Principle
Information was presented in a manner where both visuals and audios reinforced one another for ease of comprehension. With this, we reduced cognitive load and ensured that concepts landed both verbally and visually.
LEARNING STRATEGY
Dual Coding Principle
Information was presented in a manner where both visuals and audios reinforced one another for ease of comprehension. With this, we reduced cognitive load and ensured that concepts landed both verbally and visually.
NARRATIVE STRATEGY
Building Emotional Buy-In
Lessons were embedded in emotionally rich storylines. Viewers were “transported” into the world of the characters, which increased empathy and lowered resistance to new ideas.
NARRATIVE STRATEGY
Building Emotional Buy-In
Lessons were embedded in emotionally rich storylines. Viewers were “transported” into the world of the characters, which increased empathy and lowered resistance to new ideas.
NARRATIVE STRATEGY
Building Emotional Buy-In
Lessons were embedded in emotionally rich storylines. Viewers were “transported” into the world of the characters, which increased empathy and lowered resistance to new ideas.
NARRATIVE STRATEGY
Building Emotional Buy-In
Lessons were embedded in emotionally rich storylines. Viewers were “transported” into the world of the characters, which increased empathy and lowered resistance to new ideas.
CHARACTER UNIVERSE
Process
Main Characters
Main Characters
Father
Grandmother
Daughter
Mother
Father's Friend
Mother's Friend
Grandmother's Friend
Supporting Characters
Supporting Characters
Son
Village Shopkeeper
Village Moneylender
Mother's Sister
LESSONS OVERVIEW
Swadhaar Universe & Lessons
Lesson 1
Raju Seth ko Laga Jhatka
Lesson on Life Cycle Needs
Planning Stage
Brainstorming on Miro
Lesson 2
Anita ki Lagi Lottery
Lesson on Importance of Savings
Planning Stage
Brainstorming on Miro
Lesson 3
Anita ki Diary ka Raaz
Lesson on Budgeting
Planning Stage
Brainstorming on Miro
Lesson4
Manju Mausi ke Nuskhe
Lesson on Goal Setting
Planning Stage
Brainstorming on Miro
Lesson 5
Ped-Paudho ki Seekh
Lesson on Matching Financial Products to Life Needs
Swadhaar Universe & Lessons
Lesson 1
Raju Seth ko Laga Jhatka
Lesson on Life Cycle Needs
Planning Stage
Brainstorming on Miro
Lesson 2
Anita ki Lagi Lottery
Lesson on Importance of Savings
Planning Stage
Brainstorming on Miro
Lesson 3
Anita ki Diary ka Raaz
Lesson on Budgeting
Planning Stage
Brainstorming on Miro
Lesson4
Manju Mausi ke Nuskhe
Lesson on Goal Setting
Planning Stage
Brainstorming on Miro
Lesson 5
Ped-Paudho ki Seekh
Lesson on Matching Financial Products to Life Needs
Swadhaar Universe & Lessons
Lesson 1
Raju Seth ko Laga Jhatka
Lesson on Life Cycle Needs
Planning Stage
Brainstorming on Miro
Lesson 2
Anita ki Lagi Lottery
Lesson on Importance of Savings
Planning Stage
Brainstorming on Miro
Lesson 3
Anita ki Diary ka Raaz
Lesson on Budgeting
Planning Stage
Brainstorming on Miro
Lesson4
Manju Mausi ke Nuskhe
Lesson on Goal Setting
Planning Stage
Brainstorming on Miro
Lesson 5
Ped-Paudho ki Seekh
Lesson on Matching Financial Products to Life Needs
IMPACT
STATUS
The videos are a part of Swadhaar’s new digital platform, which is expected to reach 50,000 users in its first year & scale to several lakhs over the next three years.
STATUS
The videos are a part of Swadhaar’s new digital platform, which is expected to reach 50,000 users in its first year & scale to several lakhs over the next three years.
STATUS
The videos are a part of Swadhaar’s new digital platform, which is expected to reach 50,000 users in its first year & scale to several lakhs over the next three years.
STATUS
The videos are a part of Swadhaar’s new digital platform, which is expected to reach 50,000 users in its first year & scale to several lakhs over the next three years.
TESTIMONIAL
We got a lot of positive feedback on the episodic formats. You really did a great job with the scripts & phrases.
Urmee Mehta
TESTIMONIAL
We got a lot of positive feedback on the episodic formats. You really did a great job with the scripts & phrases.
Urmee Mehta
TESTIMONIAL
We got a lot of positive feedback on the episodic formats. You really did a great job with the scripts & phrases.
Urmee Mehta
TESTIMONIAL
We got a lot of positive feedback on the episodic formats. You really did a great job with the scripts & phrases.
Urmee Mehta
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