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Vodafone M-Pesa is as ‘as good as handing money yourself’

The brief on which Ogilvy India worked was to position Vodafone M-Pesa as fast, safe and easy way of transferring money

Sarmistha Neogy | Mumbai | June 10, 2014

Vodafone-M-Pesa-TVC Click on the image to watch the TVC.

Vodafone M-Pesa, Vodafone's mobile money transfer service, has come up with a new campaign to showcase the convenience and safety of money transferring through this channel. Ogilvy India has conceptualised the campaign that will run for six weeks in June and July.

The brief to the agency was to position Vodafone M-Pesa as a fast, safe and easy way of transferring money – ‘transferring money through M-Pesa is as good as handing the money yourself.’ We all know that 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. Within a short span of 18 months, Vodafone has achieved a pan-India presence and there are over 1.2 million Vodafone M-Pesa customers in India, served by over 2 lakh M-Pesa outlets.

The TVC opens with two brothers conversing on phone, the younger one asking his brother to help him with Rs 3,000 because he needs the money to repair his dad’s scooter which he was using. Both of them are at different locations, but it looks as if the conversation is taking place side by side. After a lot of pleading, the elder brother finally decides to give money, only on the condition that his younger brother won’t ask for any money from him in the next six months. The TVC thus shows the convenience of transferring money through Vodafone M-Pesa which is as good as handing the money yourself.

Rajiv Rao Rajiv Rao

Rajiv Rao, National Creative Director, Ogilvy India, said, “The consumer for M-Pesa works away from home in big cities and sends money to remote places across the country. Sending money in the conventional way can be a painstakingly slow process or even unreliable. We took this insight and showed them a new way of doing the same.”

A 360- degree marketing strategy has been adopted for the promotion of this campaign, including print, OOH, Radio and on-ground support activities.

The TVC:



Creative Agency: Ogilvy & Mather (Mumbai)

Production: Early Man Films

Media Agency: Maxus

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