Would you judge a fish by its ability to climb a tree? Then why expect a top cricketer to be good at financial management? ETMoney’s latest campaign, ‘Batting for money’, conceptualised in-house, shows top cricketers discovering how easy it is to save, grow and manage their money effortlessly on the financial pitch using the app.
With the cricketing season’s heat wave upon us, ETMoney has released a series of films featuring some of the highest earning cricketers -- Parthiv Patel, Karun Nair, Manish Pandey, Axar Patel, Vijay Shankar and Sheldon Jackson. The films show light hearted friendly banter between the players who discuss and discover how easy it is to manage and invest their earnings.
Speaking about the new campaign, Mukesh Kalra, CEO, ETMoney said, “ETMoney's mission is to simplify money for the new age consumer. The campaign, backed by deep consumer insights from our initial tests around cricket, does a great job of communicating the simplicity of the app in a very relevant, friendly context.”
Speaking about the new campaign, Pratik Mazumder, Marketing Head, Times Internet, said, “India has two true obsessions that cut across all ages and classes – cricket and entertainment. Our edutainment campaign conceptualised internally brings together both these obsessions and helps viewers to understand the simplicity and reliability that ETMoney has brought to the fintech space. We hope this campaign will encourage more Indians to login to the digital financial inclusion that is being actively promoted by the government.”
The series starts with Parthiv Patel discovering how ETMoney helps him to manage his finances. Subsequently, we see him suggesting ETMoney App to his cricketing friends’ to help solve their financial dilemmas and money management issues in a simple, fast and reliable manner. The cricketers get into a ‘contest’ on who is better at managing his money.
The creatives have been shot in selfie style and highlight the benefits of the ETMoney app’s user-friendly feature such as investment solutions, smart deposit, insurance solutions and spends tracking – that can be handled easily in under two minutes, completely paperless and mobile.
The campaign will be aired on all major online platforms. This will be supported with print ads and social media amplifications on Youtube, Facebook, Twitter, Indiatimes, MensXP, TOI Sports, ET and Cricbuzz.
The ads can be viewed online at: https://www.facebook.com/ETMONEY/