MobiKwik Zip rids users of ‘now or later’ spending dilemma

Mobile wallet and Buy Now Pay Later (BNPL) platform, MobiKwik, has rolled out a campaign titled ‘Spend Now, Pay Later’. The three-film campaign has been conceptualised by GingerMonkey and looks to promote the app’s BNPL product ‘MobiKwik Zip’. The campaign film aims to educate the people of Bharat – who are typically neglected or underserved by legacy financial institutions with no/low access to affordable credit – about the benefits of MobiKwik Zip.

 

Each film shows how a protagonist is in a challenging situation of having inadequate funds to make payments. One of the three commercials is on-air at the moment.

 

Upasana Taku, chairperson, co-founder and COO, Mobikwik, said, “We are focused on addressing the unmet credit needs of the fast-growing online transactors by combining the convenience of everyday mobile payments with the benefits of Buy Now Pay Later (BNPL). Through this campaign, we aim to spread awareness about MobiKwik Zip and inform consumers on how it can be beneficial for them for their day-to-day payment needs.” 

 

Added Abhishek Asthana, creative head, GingerMonkey, "The brief of the campaign was pretty clear, to breakdown the proposition of ‘Buy Now Pay Later’ to the target audience who usually are not eligible for credit due to insufficient credit history and the hassles of paperwork. A cash-starved generation that doesn't compromise on lifestyle is always in a dilemma whether to spend now or postpone the purchase to the next salary cycle. Working on this insight, we picked out top use-cases where MobiKwik Zip could be a lifesaver. Needless to say, the communication needed to be ‘zippy’, for a product that's named MobiKwik ZIP. We are confident that the campaign will resonate with the target audience and achieve the intended business results for the company."

 

CREDITS:

 

Agency: GingerMonkey LLP

Chief creative officer: Abhishek Asthana

Business director: Santosh Pradhan

Managing director: Abhishek Asthana

Creative director (Art): Birju Raikwar

Head of production: Aiman Shaikh

Senior business partner: Prafull Kumar

Production house: Band-Stand videos

Director: Vishal Gupta

Producers: Tuhin Srivastava, Neel Nigam