MobiKwik assigns creative duties to Happy Creative Services

Media duties will be handled by XPosure Mass Media, while Havas will be leading the OOH campaign for the brand. The company plans to spend Rs 100 crore on its new brand campaign

BestMediaInfo Bureau | Delhi | May 8, 2015

MobiKwik has awarded its creative duties to Happy Creative Services, while its media duties will be handled by XPosure Mass Media. Havas will be leading the OOH campaign for the brand.

The mobile wallet company has announced that it plans to spend Rs 100 crore this year on its 360-degree multi-media brand campaign. The campaign will include exposure across television, out-of-home, radio and digital mediums, with the first leg kicking off this month.

Saurabh Srivastava, CMO, MobiKwik, commented, “With our brand campaign, we aim to make MobiKwik a household name across the country and ensure many more consumer interactions with the brand. The campaign also aims to fuel the adoption of mobile wallet as the preferred mode of payment amongst a host of new customers who are as yet unaware of its benefits. With this campaign, we are confident of increasing our user base from 17 million to 30 million in the next three months and achieve a user base of 100 million users by the end of the year.”

Kartik Iyer

Reacting to the win, Kartik Iyer, CEO & Co-founder, Happy Creative Services, said, “We are extremely proud to have been chosen to partner with MobiKwik to take their brand forward. There are many brands that operate in the payment space, but yet don't operate like a true wallet. MobiKwik is actually the one true player in the digital payments space. In a scenario where the country is quickly changing its behaviour due to tech interventions at various touch points, it is an exciting time for a brand like MobiKwik. We see immense possibility of the brand to rise as a true leader in the space. This is just a starting point.”

As part of the outdoor media campaign, the company has put up almost 1,000 OOH and ambient media units across the top six cities in India, which include Delhi, Mumbai, Bangalore, Pune, Hyderabad, Chennai and Kolkata. The first campaign will run for a duration of three months, followed by another campaign that will be launched during the festive season. For the first campaign, the brand's TV campaign will follow close on the heels of its radio and OOH campaigns.

MobiKwik has recently raised close to $25 million in a Series B round from Tree Line Asia, Cisco Investments, American Express and existing investor, Sequoia Capital. The company plans to raise another $100 million in the latter half of 2015.

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