VIRAL ALERT! "Month-long campaign..." FM Nirmala Sitharaman's this message is for Gen Z, Youth

Aug 19, 2026

August 19, 2026: ANI: Delhi: Finance Minister Nirmala Sitharaman on Tuesday asked public sector banks (PSBs) to consider launching a focused, month-long 'Banking for Youth' campaign from October 2, 2026, as she called on state-owned lenders to build stronger and longer-term relationships with young Indians. "I would like Public Sector Banks to consider launching a focused, month-long 'Banking for Youth' campaign commencing 2nd October 2026 (Gandhi Jayanti), with particular outreach to young citizens above 16 years of age," Sitharaman said in her closing remarks on the second day of the PSB Confluence 2026. She said the campaign could be coordinated through the Department of Financial Services (DFS) and the Indian Banks' Association (IBA). The Finance Minister said the campaign should reach young people at the beginning of their financial journey, bring them into the formal banking system and establish an early connection with them. Instead of waiting for young customers to visit branches, Sitharaman suggested that banks reach them through colleges, universities, skill-building institutions and other campuses. She also proposed dedicated "Yuva Kiosks" or "Yuva Banking Mitra" at bank branches to help young customers navigate banking and financial services. Sitharaman also pointed to the perception gap between public and private sector banks among younger customers, saying private banks appeared to have an image of being banks that were "cool enough as well", and urged PSBs to keep pace with the expectations of young Indians.