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MobiKwik flexes its muscles in the mobile payment space

Conceptualised by Happy Creative Services, the series of ads aim to position MobiKwik Wallet as the new way to pay online, replacing cards and cash on delivery

BestMediaInfo Bureau | Mumbai | June 17, 2015

MobiKwik-TVC Click on the image to watch the TVC.

MobiKwik, a mobile wallet with over 17 million users and 50,000 merchants, recently announced the launch of its first ever television campaign as part of its 360-degree, multi-media brand campaign – ‘More than a Wallet’.

Conceptualised by Happy Creative Services, the series of ads aim to position MobiKwik Wallet as the new way to pay online, replacing cards and cash on delivery.

Aiming to position MobiKwik as a easy, safe and fast way to pay, making the physical wallet redundant for day to day transactions, its vision is to create India’s largest payments network with 100 million digitally paying users on one side and 200,000 retailers on the other side.

The series of TV commercials portray how MobiKwik helps smartphone users to pay in a flash. The witty take on the role mobile wallets have to play in the everyday life of its consumers make the ads easy to connect with. The three-month long campaign will run across a bouquet of infotainment, entertainment, movies and lifestyle channels.

The advertising campaign comes at a time when India is at the cusp of exponential growth with rapid adoption of smartphones, mobile Internet, and e-commerce services by users. MobiKwik’s mission is to create 100 million new digitally paying users in India and connect them with 200,000 retailers by the end of 2015. While the overall Internet users in India are 250 million, only about 35 million of them currently pay online. With the growth in mobile Internet users in India, a dramatic increase in demand is seen from users as well as e-retailers for a smooth payment experience, especially on mobile. The ad campaign is aimed at generating more awareness about how easy, fast, and safe it is to pay using MobiKwik Wallet.

Bipin Preet Singh, Founder and CEO, MobiKwik, said, “Over the years, MobiKwik Wallet has seen a high organic growth largely through word-of-mouth marketing by our loyal users. But now, the market is ripe and our product has made tremendous strides. It is the right time for us to take our brand to a larger set of Internet users who are yet to discover the ease of making secure, quick, and convenient digital payments. This is the first time in the history of our company that we’re advertising on TV and we couldn’t be more excited to see the response.”

As MobiKwik aims to grow its user base from the current 17+ million to over 100 million in the next seven months, the current TV campaign is a key step forward for the brand. In its bid to catalyse the mobile wallet market, MobiKwik has over the past few months unfurled a comprehensive integrated marketing campaign including television, out of home, radio and digital.

Kartik Iyer Kartik Iyer

Kartik Iyer, Chief Executive Officer and Co-Founder, Happy Creative Services, the creative agency-on-record for MobiKwik, remarked, “Thanks to technology, user behaviour is being altered on a daily basis. A product like MobiKwik has more than one dimension to it. And to be able to communicate that all under one umbrella was really the challenge. I think we have managed to charmingly communicate the different facets of how MobiKwik delivers on being more than a wallet. May the app downloads begin.”

MobiKwik aims to disrupt the payments space further in 2015 by opening up the digital payments space for the millions that transact in cash. The company plans to do this by creating an offline retail network of more than 100,000 merchants across India that will serve both as points for cash loading into the wallet and for wallet payments acceptance.

MobiKwik has also applied for a Payments Bank license in February 2015. With a potential Payments Bank license, the company aims to leverage the power of mobile technology to make financial services accessible to people that the existing banking networks have been unable to reach.

The TVC:



Client: MobiKwik

Creative agency: Happy Creative Services

Chief Executive Officer: Kartik Iyer

Chief Creative Officer: Praveen Das

Chief Operating Officer: Siddhartha Roy

Creative Director: Naren Kaushik

Art Director: Arun NK

Copywriters: Deepak Manohar and Shahid Mekhri

Group Account Director: Ameya Lokhande

Senior Account Manager: Shruti Patkar

Production House: Nirvana Films

Director: Kishore Iyyar

Executive Producer: Sneha Iype

Producer: Manjeet Bawa

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