SBI promotes cashless transactions with #CashKiAadatBadlo campaign
Conceptualised by DDB Mudra West, the campaign consists of three ad films that urge people to inculcate the habit of going cashless
BestMediaInfo Bureau | Mumbai | January 31, 2017
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The Government of India took a landmark decision on November 8 last year when Rs 500 and Rs 1,000 notes ceased to be legal tender. Demonetisation has since then been one of the most talked about subjects in India -- a country that was still wary of digital transactions was suddenly forced to go cashless.
To promote the ease of e-transactions and to urge Indians to inculcate the habit of going cashless, State Bank of India (SBI) has come out with a campaign with DDB Mudra West.
The campaign, #CashKiAadatBadlo, consists of three films that showcase SBI's various digital and cashless products: State Bank Buddy, a mobile wallet, State Bank Debit Card and SBI Pay.
The ad film for 'SBI Pay' features a conversation between a daily wage worker, a carpenter and his employer. The latter falls short of cash to pay for the carpenter's services and informs him about the delay in payment. The carpenter opens 'SBI Pay' on his mobile and takes the employer through the process of cashless payment, highlighting the ease cashless transactions.
The State Bank Buddy wallet ad features a conversation between an elderly teacher and her young student, who informs the former about the delay in payment of fees. This is when the teacher suggests using State Bank Buddy.
The SBI debit card ad film features the reach of digital payment through debit cards even for the smallest amount of transaction at a local retail shop. It features a man buying something from a shop. As he starts to pay in cash, the shopkeeper asks him to go cashless by using the SBI debit card.
Speaking about the campaign, Dinesh Menon, Chief Marketing Officer, SBI, said, “Given its stature and responsibility the SBI brand carries with it, it was only natural that the brand took the initiative of being the harbinger of change in the backdrop of demonetisation. The #CashKiAadatBadlo campaign is an effort to encourage people to adopt SBI's digital payment solutions (SBI Buddy and SBI Pay and Debit Cards) by communicating the simplicity and safety of use. Through this campaign, we intend to bring about a pre-disposition to adoption of digital currency among those consumer segments that are habituated to using cash. Early feedback has been encouraging, both from an awareness and response perspective. This campaign has generated most engagement with Twitter users as rated by the Brand Equity 'twitter index'.”
Sonal Dabral
Commenting on the intention behind the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group, said, “Post demonetisation, cashless economy is becoming the order of the day and is impacting everyone in a variety of ways. SBI's various offerings are a great aid to the consumers across the country for carrying out daily transactions. With this campaign, we intended to drive home the ease and comfort of doing cashless transactions with SBI's various digital products through simple, to the point communication that is informative and engaging at the same time.”
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