Swadhaar FinAccess
2025
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.
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.
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.
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.
Father
Grandmother
Daughter
Mother
Father's Friend
Mother's Friend
Grandmother's Friend
Son
Village Shopkeeper
Mother's Sister
Village Moneylender
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
more work
