Public sector banks (PSBs) must reach out to campuses, universities and skill centres to bring young Indians into the formal financial system for the next phase of growth, Finance Minister Nirmala Sitharaman told PSB chiefs on Tuesday, proposing a month-long ‘Banking for Youth’ campaign beginning October 2. She said banks should move toward a life-cycle approach to build long-term relationships from ‘campus to career’. To attract tech-savvy users—noting that 66% of UPI transactions are made by those aged 18–29—banks should offer lifestyle-linked benefits such as vouchers for fitness and wellness platforms.