Ogilvy Mumbai explores relationships to show how m-pesa transfers are quick and convenient
Current financial establishments in India are woefully inadequate to satisfy the financial
requirements of 1.2 billion Indians. This has led to people using unsafe, time consuming or expensive methods to transfer money.
Vodafone m-pesa, Vodafone’s mobile money transfer service is aimed at a convenient and safer alternative. Vodafone m-pesa started its journey in India just 18 months ago and was quick to achieve a pan-India footprint by April 2014. Today, there are over 1.2 million Vodafone m-pesa customers in India, served by over 2 Lakh m-pesa outlets.
In this tvc from Ogilvy & Mather Mumbai they summarized the product benefits of m-pesa under one campaign idea – “It’s as good as handing over the money yourself”.
The campaign explored various relationships where transfer of money takes place to highlight that m-pesa is as quick, safe and convenient as handing over the money yourself.