The finance minister underlined the significance of the “3 A's” – Consciousness, Accessibility and Motion – because the guiding rules of the marketing campaign, and stated these three pillars would assist bridge the hole between residents and monetary establishments, selling neighborhood consciousness, and making certain that each particular person can reclaim their rightful financial savings with dignity and ease.
Sitharaman acknowledged the proactive position of regional rural banks, notably, Gujarat Gramin Financial institution, and different monetary establishments, within the latest KYC and re-KYC campaigns, noting that these efforts have strengthened the hyperlink between residents and the formal monetary system. She additional urged all establishments to hold ahead the identical dedication and outreach on this nationwide initiative on unclaimed monetary belongings, in order that no citizen stays separated from their rightful cash.
Monetary providers secretary M Nagaraju stated as of August 2025, greater than ₹75,000 crore of unclaimed deposits have been transferred to the RBI's Depositor Training and Consciousness Fund. He added that unclaimed insurance coverage proceeds complete greater than ₹13,800 crore, whereas unclaimed balances in mutual funds are at about ₹3,000 crore, and unpaid dividends are value greater than ₹9,000 crore.
The marketing campaign has been launched by the Division of Monetary Companies beneath the finance ministry, in coordination with the Reserve Financial institution of India (RBI), Insurance coverage Regulatory and Growth Authority of India (Irdai), Securities and Alternate Board of India (Sebi), and the Investor Training and Safety Fund Authority (IEPFA) beneath the ministry of company affairs.
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