MobiKwik promises to be more than the wallet it replaces

Watch the ad films conceptualised by Happy Creative Services here

Jun 17, 2015 08:29:00 AM | Video | Campaign India Team

After radio and OOH, mobile ‘wallet’ MobiKwik has launched a TV campaign conceptualised by Happy Creative Services.
These are part of a multimedia brand campaign themed ‘More than a Wallet’. The three-month long TV leg that takes the humour route will run across infotainment, entertainment, movie and lifestyle channels, to raise awareness on how easy, fast, and safe it is to pay using the MobiKwik Wallet.   
One of the films (above) features a young man posing nude for an art class. When his grandmother calls him, asking him to pay a bill, MobiKwik comes to the rescue.

Another film features a young man whose wallet has been stolen by another. It makes no difference to him as he pays for his movie ticket with MobiKwik before giving chase. Along the way, he even picks up a quick bit, also using the mobile wallet. Catching up, he informs the thief that his time us up, not bothering to reclaim the wallet.

When a young man loses his wallet, he gets Rs 500 from the finder via MobiKwik. The well-wisher urges him to use it for now.

Yet another film sees a son wanting to gift his mother a saree. She sees through his intent, notwithstanding his stated intention to simply gift her. It is revealed that he’s looking to earn some reward points by paying on MobiKwik.
Bipin Preet Singh, founder and CEO, MobiKwik, said, “Over the years, MobiKwik Wallet has seen a high organic growth largely through word-of-mouth marketing by our loyal users. But now the market is ripe and our product has made tremendous strides. It is the right time for us to take our brand to a larger set of internet users who are yet to discover the ease of making secure, quick, and convenient digital payments. This is the first time in the history of our company that we’re advertising on TV and we couldn’t be more excited to see the response."
MobiKwik aims to grow its user base from over 1.7 crore to over 10 crore in the next seven months, an official statement said. The total number of people paying online is 3.5 crore currently.
Kartik Iyer, chief executive officer and co-founder, Happy Creative Services, added, “Thanks to technology, user behaviour is being altered on a daily basis. A product like MobiKwik has more than one dimension to it. And to be able to communicate that all under one umbrella was really the challenge. I think we have managed to charmingly communicate the different facets of how MobiKwik delivers on being more than a wallet. May the app downloads begin.”
Client: MobiKwik
Creative agency: Happy Creative Services
Note: MobiKwik's current user base is 1.7 crore, and not 17 lakh as reported earlier. The error is regretted.