Conceptualized by DDB Mudra West, the campaign consisted of three ad films that urged people to inculcate the habit of going cashless
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 was 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 was led by three TVCs which also transpired on the digital medium. The campaign also consisted of print activation. The three 20-seconder films showcased SBI’s various digital/ cashless products namely State Bank Buddy- a mobile wallet, State Bank Debit Card, and SBI Pay. The films pulled a slice of life and took 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’ featured a conversation between 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 featured 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 suggested using State Bank Buddy. The film promoted the fact that this wallet was 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 featured the reach of digital payment through debit cards even for the smallest amount of transaction at a local retail shop. The ad film smartly suggested that the smallest amount of transaction can be done cashless, thereby changing the habit of individual to go completely cashless.
Agency: DDB Mudra West
Chairman and CCO, DDB Mudra Group: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
Account Management: Sanjay Panday, Makarand Gholba, Mousumi Haldar, Srikusum Rai
Creative Team: Vinayak Nayak, NehRathi, Kaustubh Pachpute, Tushar Masurkar
Films Team: Pravin Misal
Media Team: Gerald Roche, Rupali Chavan, Niyati Shah, Yogin Vora
Director: Sujay Shetty
Production House: O2 Films