The company's first-ever TV campaign aims to position MobiKwik as an easy, safe and fast way to pay, and a replacement for cards and cash on delivery modes of payment.
MobiKwik, a prominent mobile wallet company that claims to have over 17 million users and 50,000 merchants, has launched its first-ever television campaign called 'More Than A Wallet'. Conceptualised by Happy Creative Services, the series of ads aims to establish MobiKwik Wallet as the new way to pay online, and a replacement for cards and cash on delivery modes of payment.
The three-month-long campaign will run across a bouquet of infotainment, entertainment, movies and lifestyle channels. Building a high recall through television to create India's largest payments network with 100 million digitally paying users on one side and 200,000 retailers on the other side, is the long-term goal that MobiKwik has in mind. While the overall internet users in India are 250 million, only about 35 million of them currently pay online.
MobiKwik's gamut of services includes recharges and bill payments, money transfers and shopping.
He says that an annual marketing budget of Rs. 100 crore has been allocated towards the campaign. "The target group for this campaign is the 85 per cent of internet users in India who still prefer to pay in cash or not pay at all. It is the difficulties associated with various online payment options that drive users away from making payments digitally. What we are providing in the form of MobiKwik wallet is more secure, easy and fast alternative, which replaces cards and cash on delivery. Hence, this campaign aims to reach all users who own a smartphone and access the internet," he adds.
Players in the mobile wallet category in India have been consistently on the rise. Even in such a scenario, Srivastava remains unfazed by the competitors in this segment. "The biggest USP of MobiKwik is its focus and dedication towards the wallet segment. We have a laser sharp focus on building our wallet offering as the most convenient and preferred way of making payments across the entire spectrum of online and offline consumer services that our customers access. Our battle is not with the other players; our battle is with physical wallets that users carry in their pockets. Our aim is to make them redundant and replace it with MobiKwik wallet, lying light on your smartphone."
Kartik Iyer, chief executive officer and co-founder, Happy Creative Services, the creative agency of MobiKwik, shares, "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."
Comparing MobiKwik's TVC with its competitors', he says, "The Freecharge campaign remained with consumers for a while; however, Paytm excelled due to its product quality. I'm not sure if consumers will remember the MobiKwik campaign, or the product itself, once the campaign is off air. The 'Aur Dikhao' campaign from Amazon really connected with people instantly, as it picked up a cultural keyword (Aur Dikhao) that's known to everyone who shops in India."