National, 16 January 2026: With human error accounting for a majority of road fatalities in India, Ujjivan Small Finance Bank (Ujjivan SFB) has launched #PleaseGrowUp, a phygital road safety awareness campaign aimed at addressing one of the most overlooked causes of road accidents—immature and irresponsible behaviour on the roads. 

While road accidents are often attributed to infrastructure or mechanical failure, the majority of fatalities are caused by avoidable human behaviour such as speeding, signal jumping, distracted driving, driving under the influence, and disregard for basic safety norms. The intent is to encourage self-reflection and accountability by holding up a mirror to everyday driving habits.

Through #PleaseGrowUp, Ujjivan SFB reframes road negligence for what it truly is - not brave, not cool, and certainly not adult, but childish. The campaign uses satire and visual contrast to highlight irresponsible driving behaviour by translating it into baby talk and childlike imagery. The creative approach is designed to make reckless behaviour appear as inappropriate and out of place as it truly is on public roads. Rolled out across short-form videos, digital content and social media storytelling, the campaign demonstrates how a single reckless decision can have life-altering consequences for innocent people. Each piece of content reinforces a simple truth—when you break road rules, you are behaving like a child, and it is time to grow up.

As part of the larger #PleaseGrowUp road safety initiative, Ujjivan SFB in association with civic and traffic authorities, is undertaking a series of high-impact on-ground activations across multiple cities during this week. In Bengaluru, a fully branded life-size helmet mobile van will conduct roadshows across high-traffic locations to reinforce helmet usage and drive direct engagement with commuters. In Kolkata, a branded mobile canter equipped with public announcement systems and campaign creatives activating key traffic hotspots across the city. Extending the outreach further, the campaign will be conducted at a prominent junction on SG Highway, Ahmedabad, and will continue at the Kharadi traffic junction, strengthening the campaign’s nationwide message of responsible road behaviour and community safety. 

 
Commenting on the campaign, Mr. Lakshman Velayutham, Chief Marketing Officer from Ujjivan SFB Small Finance Bank said, “Road safety messaging often struggles to cut through because unsafe behaviour has been normalised over time. With #PleaseGrowUp initiative, we wanted to take a fresh, creative approach that prompts people to pause and reflect on their actions. As a responsible bank, community’s well-being goes beyond financial inclusion—that includes need to be self-aware and responsible citizenship.”

About Ujjivan Small Finance Bank Limited 

Ujjivan Small Finance Bank Limited is a scheduled commercial bank authorised to carry on the business of small finance bank in India. Bank serves ~99 lakh customers through 766 branches, 613 ATMs/ACRs, spread across 334 districts and 26 states and union territories in India. Gross loan book stands at ₹ 34,588 crore with a deposit base of ₹ 39,211 crore as of September 30, 2025. The Bank has been assigned a credit rating of AA- (Stable)/A1+ from CARE/CRISIL respectively towards its long-term bank facilities, fixed deposits and CD program depicting sustenance of Banks Performance. Ujjivan SFB has been ranked 26th among India’s Best Companies to Work for 2025 by Great Place to Work® Institute, the global authority on workplace culture

The bank constantly strives to ensure strong corporate culture which emphasizes on integrating CSR values with business objectives. They work with communities in navigating the unprecedented challenges primarily focused on healthcare, disaster relief, livelihood for especially abled people, education, and community infrastructure development. 

Web: www.ujjivansfb.bank.in| X:  @UjjivanSFB | WhatsApp: 9002082121

For further information, please contact:  

Ujjivan Small Finance Bank Limited 

Ms. Flovie Martins 

flovie.martins[at]ujjivan[dot]bank[dot]in