Xpress Money sends a message

By Devesh Gupta , afaqs!, New Delhi | In Advertising | May 09, 2013
The money transfer agency has initiated a BTL activity in 10 states which enables people to send postcards to their near and dear ones across the globe.

Money transfer agency Xpress Money has initiated a four-month below the line activity in 10 states of the country. Titled 'Ghar Kab Aaoge', the activity aims to create an emotional connect with its users.

The Onground campaign from Xpress Money

Message campaign from Xpress Money

As a part of the activity, a branded canter travels to different towns and districts and distributes postcards to people to send messages to their kin working in different countries. Xpress Money is paying for the postage of the letters. Volunteers on the van engage people through games and quizzes, and tell them more about money transfer and investments. Five entries will be selected from amongst the postcards sent, and their kin in foreign countries will be given a chance to return home.

The idea behind the campaign is to increase awareness about the brand. The canter is positioned outside the agent locations of Xpress Money, and several high footfall locations such as NBFCs, banks and single agents.

The campaign, which began in April, will continue till July in states such as Kerala, Tamil Nadu, Punjab, Andhra Pradesh, Uttar Pradesh, Rajasthan, Bihar, West Bengal, Karnataka and Maharashtra. These states are the biggest markets of Xpress Money in India, which is one of the leading players in the money transfer business and holds approximately 20 per cent of the cash-to-cash transfer market in India.

Vinesh Nair, vice-president, global marketing and communications, Xpress Money, says, "The whole idea here is to connect with the people who receive remittances from foreign countries."

He adds that the activity will also impart knowledge on how to spend money as some of the people who receive this money have no idea about investment.

Xpress Money began its operations in India 13 years ago and has created a network of 44,000 agents. Recently, it launched a service where people can directly send money on the remittance credit cards issued by Punjab National Bank. The company plans to tie up with other banks, too.

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