Bhubaneswar, July 2026: Ujjivan Small Finance Bank Limited (Ujjivan SFB) is set to launch the 3rd edition of its Rath Yatra flagship campaign, called 'Bhakti Ra Dori', across Odisha from 20th to 24th July 2026. This activity is an experiential activation where participants pull a virtual chariot, using the sacred journey of a 'Rath Yatra' experience, as a metaphor for purpose, direction and financial progress.

This year's activation introduces a motion-sensing technology that places participants at the heart of a personalised digital Rath Yatra – rope pulling experience. The integration of technology with cultural tradition is designed to create a memorable, cross-generational experience that resonates with communities across Odisha. Ujjivan SFB aims to celebrate Odisha's rich cultural heritage while reinforcing its commitment to empowering aspirations, fostering financial inclusion and building deeper connections with local communities.The five-day activation will be hosted across six Ujjivan SFB branches in Odisha:
 

• Bhubaneswar – Saheed Nagar Branch
• Bhubaneswar – Samantrapur Branch
• Bhubaneswar – Chandrasekharpur Branch
• Cuttack Branch
• Chowdhwar Branch

Building on the strong response received last year, which saw 1000 visitors via the EEG neuro-sensing technology — this year's enhanced motion-sensing technology promises to make the rope pulling experience even more immersive and personalised. It further demonstrates how meaningful experiential engagement can deepen customer connect while driving tangible business outcomes.

Commenting on the initiative, Lakshman Velayutham, Chief Marketing Officer, Ujjivan Small Finance Bank, said, "The response to last year's Mann Ki Rath was genuinely heartening. When you meet customers in a space they care about, the connections go far beyond a transaction. This year, we have woven technology to the cultural realm, to make it more personal. We want to celebrate Rath Yatra alongside our customers and communities in Odisha, with a renewed sense of faith to realise one's aspirations."

About Ujjivan Small Finance Bank Limited

Ujjivan Small Finance Bank Limited is a Scheduled Commercial Bank serving ~1 Cr+ customers through 776 branches across 335 districts in 26 states and Union Territories, supported by robust digital channels. The Bank offers a diversified portfolio spanning across Affordable Housing, MSME, Agri, Vehicle, Gold, Micro-Mortgage, FIG, and Microfinance (group and individual) loans. As of March 31, 2026, Ujjivan's gross loan book stood at ₹40,655 Cr, with deposits of ₹45,668 Cr and a Net worth of ₹6,816 Cr. The Bank is rated AA- (Stable) for long-term facilities and A1+ for short-term instruments by CARE Ratings and CRISIL, respectively, reflecting the sustained strength of the bank's performance and balance sheet.

Web: www.ujjivansfb.bank.in | Twitter: @UjjivanSFB

Disclaimer: We wish to inform you that Ujjivan SFB intends to share this announcement, in case published by you, on its official website and social media platforms for wider dissemination.