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Airtel Money: It's not just about 'Money'

Conceived by JWT, the one-minute TVC is aimed at educating customers on the benefit and ease of using mobile money

Airtel Money: It’s not just about ‘Money’

Conceived by JWT, the one-minute TVC is aimed at educating customers on the benefit and ease of using mobile money

Ananya Saha | Delhi | March 13, 2012

In an age where mobile payments as a category is still in a nascent stage in India, Airtel has launched its new service – Airtel Money – that allows subscribers to send and receive money from their mobile handset. To communicate the benefits of the new product, JWT India has created a 60-second TVC.

Explained the Airtel spokesperson, “The campaign is built on the insight that money sent or received on time is what makes it precious. This thought is captured in the tag line ‘Baat sirf paison ki nahin hai’ (It’s not only about money).”

The TVC aims to educate the customers on the benefits and ease of using mobile money. “A large section of the population is not educated enough to use the phone for communication other than voice. Therefore, they need to be educated and made aware about the benefits of mobile commerce. The potential is huge as Indian consumers spend Rs 25,00,000 crore across various categories – food, entertainment, utility payments, travel, etc., annually.”

“Ninety per cent of such spends is in the form of cash, out of which 80 per cent is spent at unorganised retail. Given the inherent problems in cash handling, there is significant opportunity to digitise the channel through which these spends happen. Since available channels such as banks and internet have limited reach and one in ten mobile phones sold across the world is in India, mobile phone is the perfect medium for consumer spends to flow through.,” elucidated the Airtel spokesperson.

Airtel Money helps to transfer money to another Airtel phone, recharge their Airtel mobile and Airtel DTH, pay electricity bills, buy movie tickets from anywhere, anytime.

Swati Bhattacharya, NCD and VP, JWT, said, “The idea behind the campaign was to show that the product is not only about money, but of the product becoming an ‘emotional currency’. The launch TVC will be followed by a series, which will showcase how Airtel Money can be used in different situations, transcending limitations of time, money and location.”

Shot in Mumbai, the thematic launch TVC will see shorter edits and the series of ads go on-air shortly. Apart from this, “we are doing print, digital – search and display – outdoor, retail and other related activities to establish Airtel Money as the category leader,” informed the Airtel spokesperson.

The TV campaign has been directed by Oni Sen of Electric Dreams Film Company.

The TVC:



Client: Airtel Money

Agency: JWT

Creative team: Swati Bhattacharya, Sachin Das Burma

Servicing team: Nutan Sooda, Arunima Yadav

Planning: Atika Malik, Sumeer Mathur

Production house: Electric Dreams Film Co.

Director: Oni Sen

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