The campaign’s core thought is to encourage a woman to invest in her life, her happiness,

by building her capabilities, to fund her own sense of worth. Hence the campaign is titled as #FundYourOwnWorth.

A noted photographer, Somsubhro Sarkaar created a photo series called ‘My Identity, My Pride’ where he captured stories of 51 women that had seized the reins of their own lives and emerged as an inspiration to other women, and the rest of the world as well.

ICICI collaborated with Somsubhro Sarkaar for their #FundYourOwnWorth campaign by gave him a platform to showcase his inspiring stories to the world and thereby giving ICICI the purpose it wanted to stand for.

The #FundYourOwnWorth initiative was launched online through a video message from actor-writer-director Konkona Sensharma, asking women to invest in their own growth. The film then directed you to www.FundYourOwnWorth.com which showcased stories from Som’s series.

The #FundYourOwnWorth initiative was launched in the form of a film featuring Konkona Sensharma who herself is a working mother and has always championed the cause of women empowerment. Her thought-provoking appeal, “If you don’t invest in yourself, then who will?” resonated with women from every walk of life, cutting across diversity of age, economic or social status and geographical location.

It was also used to drive traffic to www.fundyourownworth.com which featured the stories of some extraordinary women. The platform also crowd-sourced stories of inspirational women across the country for an opportunity to be selected for the 1st ever ICICI Bank Advantage Woman Awards.

The integrated campaign generated over 18,000 crowd-sourced stories; out of which a jury selected 25 winners - each received a trophy and a cash award at a glittering ceremony attended by Chanda Kochar (MD & CEO ICICI Bank) and Vidya Balan (Actor).

More than 176000 new Advantage Woman Savings Accounts were opened by women in their own names in 2017-18, with an average of 20000 accounts opened every month. This was a huge jump from 66,000 accounts that were opened in 2016-17 with an average of 3000 accounts per month.

The manifesto film video went “viral” with over 7.7 million views. It has even been picked up organically by opinion leading websites like ScoopWhoop, India Today, POPxo, Afaqs and many more.

More than 18000 crowd sourced stories received of which 350 inspiring stories were displayed on the website. These stories spoke of resilience, fighting against the status quo, kindling hope and positivity in seemingly hopeless situations, conquering one’s own disabilities and emerging triumphant.

The campaign not only sparked a debate over the role of women in modern society but also inspired them to embark on new journeys and pursue their passion.