SBI to inculcate the habit of going cashless with ‘Cash Ki Aadat Badlo’ campaign

In 2016, Indian Government’s landmark decision to demonetize notes of larger sum changed the face of Indian economy. To avoid facing cash crunch due to this resolution, the common Indian man has been pushed to accept digitization of currency as a way of daily transactions. Online transactions still remain to be an unknown terrain for majority of population whose sole faith lies in traditional banking with well-established financial institutions like State Bank of India.

Even before the era of demonetization, SBI has been offering different modes of digital payments. The institution introduced ‘State Bank Buddy’, a digital wallet from SBI in August 2016. Post the demonetization announcement in November 2016, the bank also launched ‘SBI Pay’, the UPI app of State Bank of India. All these digital mode of transactions by SBI have created with a common purpose of bringing ease of cashless transactions to people from various strata of society. The offerings have been developed keeping in mind that the consumers of these facilities are no more constricted to educated millennials but also include individuals who do own a smart phone, yet had limited usage of online transactions earlier.

SBI aims to help India create a cashless society across the nation. Hence the concept of #CashKiAadatBadlo was conceived by DDB Mudra West. The intent of the campaign is to promote the ease of cashless transactions via various facilities of SBI and thus to make cashless transactions a habit for every SBI account holder.

The campaign #CashKiAadatBadlo is being led by three TVCs which have also transpired on the digital medium. The campaign also consists print activation over the coming months. The three 20-seconder films showcase SBI’s various digital/ cashless products namely State Bank Buddy- a mobile wallet, State Bank Debit Card, and SBI Pay. The films pull a slice of life and take the viewers through various real life situations where people can adopt to cashless mode of payments, which are simple and safe, for all their daily needs and change their habit.

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 to which the former opens‘SBI Pay’ on his mobile and takes the employer through the process of making cashless payment. Thus, highlighting the ease cashless transactions via SBI Pay.

The State Bank Buddy wallet ad features a conversation between an elderly teacher and her young student wherein the student informs the teacher about the delay in payment of fees. This is when the teacher suggests using State Bank Buddy. The film promotes the fact that this wallet is not just preferred by the youth but also by the elderly demographic who are new to the digital payment system.

SBI debit card ad film simply features the reach of digital payment through debit cards even for the smallest amount of transaction at a local retail shop. The ad film smartly suggests that the smallest amount of transaction can be done cashless, thereby changing the habit of individual to go completely cashless.

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 demonetization. The #CashKiAadatBadlo campaign is an effort to encourage people to adopt SBI’s digital payment solutions such (SBI Buddy and SBI Pay and Debit Cards) by communicating its 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 also generated most engagement with Twitter users as rated by the Brand Equity ‘twitter index’.”

Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group, “Post demonetization, 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 the day to day 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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