Vodafone has launched a TVC to communicate the ease of sending and receiving money through its m-pesa service. Conceptualised by Ogilvy and Mather, the TVC went on-air on March 13.
The ad film features Mr Tiwari, who works at a factory in Mumbai and Mrs Tiwari living in UP. As Mr Tiwari is settling down with some snacks, his wife calls up to enquire whether his salary has been credited. He answers in positive and she prompts him to send the money across. The ad film shows him sending Rs 4000 home. The wife goes to the nearest m-Pesa agent and receives the amount. The film ends with a voiceover and super reading, ‘Paise bhejiye aur paiye aasani se’.
Suresh Sethi, business head – M-Pesa, Vodafone India, said, “With pan India distribution network of 85,000 agents and more than 2.5 million customers, m-Pesa is the largest banking business correspondent in the country. Mobile money transfer is in a nascent stage in India. Thus, our marketing campaign focuses on creating awareness about mobile wallets and aims to position m-Pesa as the new safe, instant and convenient way to transfer money. Activation programme play an important role in the marketing campaign, as above-the-line marketing is not enough to induce our target customers to use mobile money service. Hence the marketing campaign utilises other mediums like on-ground activations, radio and cinema to help the potential target customers to see how the new service is both relevant and beneficial to them.”
Rajiv Rao, national creative director, Ogilvy & Mather, commented, “M-Pesa’s target audience are customers who have no access to banks either because they do not have bank account or live too far away from a bank branch. Hence the object of this campaign was to explain ‘How to use m-Pesa’ to these customers, who otherwise depend on an agent to transfer money. The campaign showcases simple day-to-day narratives in the lives of the customers in order to position M – Pesa as the most convenient way of sending and receiving money.”
Creative agency: Ogilvy and Mather
Business head: Suresh Sethi
National creative director: Rajiv Rao