Campaign India Team
Feb 25, 2021

Sonu Sood takes ‘Spice Money Toh Life Bani’ message to rural entrepreneurs

Watch the film conceptualised by Guava Creative Solutions

Rural fintech company Spice Money has rolled out its maiden brand campaign ‘Spice Money Toh Life Bani’ featuring brand ambassador Sonu Sood. The campaign looks to bring forth the company’s vision to financially and digitally empower one crore rural entrepreneurs across the country.
Conceptualised by Guava Creative Solutions, Spice Money’s proposition to revolutionise Indian hinterlands is depicted through an emotional two-part campaign that brings alive the brand ethos of ‘Spice Money Toh Life Bani’. The first film portrays the growth possibilities in rural India and the dreams of self-sufficiency becoming a reality with Spice Money.

The second film portrays Spice Money’s industry-first zero investment business initiative through a puppet show with Sonu Sood, that spells out ways in which the company is opening up income avenues for the unemployed in the Indian hinterlands. The brand aims to highlight the gamut of opportunities it offers the rural population, enabling it to become entrepreneurs in their own villages and they no longer need to leave their hometowns just to earn a livelihood.
Kuldeep Pawar, head of marketing, Spice Money, said, “At Spice Money, our aim is to bring digital, financial and e-retail services to India’s underserved and underbanked population and at the same time make them self-reliant by providing self-employment opportunities. Our new campaign, ‘Spice Money Toh Life Bani’, highlights the company’s vision to create rural entrepreneurs with zero investment. In line with the campaign thought, the TVCs aptly capture how Spice Money is making life simpler, better, and happier for the rural consumer.”
Added Vikisha Mehta, chief creative officer and managing director, Guava Creative Solutions, “We had the joy of partnering with none other than Sonu Sood as a brand leader to magically create the brand strategy ‘Spice Money Toh Life Bani’! It is not only aligned with this vision of the brand – to uplift and transform the lives of rural India, but also re-iterates it in a manner that is simple yet eloquent and sticky. Our brief was to bring alive the key proposition of ‘digital empowerment’. The key consideration for the campaign was to ensure quick connect with the target group through a simple story and rapid awareness to drive for the offer performance.”
The films have been produced by Useful Garbage Creations.
Creative agency: Guava Creative Solutions
Chief creative officer and MD: Vikisha Mehta
Client servicing director: Komal Angane
Copywriter: Pankaj
Production house: Useful Garbage Creations
Director: Puneet Prakash
Campaign India

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