BANK ADVERTISING AND ITS IMPACT ON FINANCIAL INCLUSION: BRIDGING THE GAP IN ACCESS TO FINANCIAL SERVICES IN INDIAN CONTEST

Abstract

In India, where a sizable portion of the populace still lacks access to official financial services, especially in rural and underserved areas, financial inclusion is still an important objective. This study looks at how bank advertising helps different Indian population segments become more aware of, trusting of, and able to use banking services, therefore boosting financial inclusion. This study investigates the ways in which banks' targeted advertising campaigns—particularly those that make use of digital and mass media platforms—have helped close the financial gap by reaching underbanked and unbanked populations. Focusing on India’s financial landscape, the paper analyzes the effectiveness of bank advertising in increasing awareness about essential financial products such as savings accounts, credit, insurance, and digital payment systems. It highlights successful campaigns, such as those launched under government schemes like Pradhan Mantri Jan Dhan Yojana (PMJDY), which utilized multimedia channels to promote financial literacy and encourage participation in the formal banking system. The research delves into the difficulties banks encounter in surmounting ingrained hurdles related to culture, education, and infrastructure. This research indicates that bank advertising that is strategic, regional, and culturally sensitive has had a major impact on financial inclusion in India through both qualitative and quantitative analysis. The study comes to the conclusion that, although advertising is important, it needs to be supported by grassroots efforts, legislative support, and cutting-edge financial solutions designed with low-income and rural communities' needs in mind. Banks can boost economic empowerment and close the financial gap in India by fusing advertising with inclusive financial practices.