Easy Bill, a third party bill collection service from the Hero Group, has tied up with BSES, making life ‘easy’ for 18 lakh BSES customers by allowing them to pay their utility bills at any of the 450 Easy Bill neighborhood stores in Delhi.
JWT, associated with the Hero Group since 1985, has released the ad campaign. Promoting ‘convenience’ as the USP, the campaign has been released in print and on radio. The media strategy is to focus on the local market by using print and radio. Easy Bill is targeting the mobile users too by sending them promotion leaflet along with their bills. JWT and Easy Bill both remain tightlipped on the account size.
How does Easy Bill benefit from this alliance? “Our basic vision is to create a brand, which offers consumer convenience in bill payments and reselling communication services using an e-transaction oriented product. Our alliance with a large service provider like BSES has brought us very close to this; we are now collecting bills for almost all basic utilities in Delhi. Easy Bill is now a ‘complete solution one-stop shop’ for bill payment,” explains Rahul Munjal, CEO, Easy Bill.
It is all about consumer convenience. Easy Bill has established a network of collection points at neighborhood grocery shops, PCOs and petrol pumps. A minimal fee is levied in some cases while the utilities that issue bills will bear the cost in others. The retailer feeds details of bill payments into a database that is linked to utilities, thereby ensuring that payments get credited immediately. “With this tie-up, Easy Bill has become the bill collector for all mobile, telephone and electricity bills in the city. With a geographic spread of over four hundred Easy Bill retailers across the city and major bill issuers aligning with us, we will now be able to offer consumer convenience in bill payments to all our customers,” says Sandeep Vij, Business Head, Easy Bill.
And what about BSES? “Our commitment is towards achieving the best of customer satisfaction and setting high standard. We also have drop boxes in and around Delhi for convenient payment of bills. Easy Bill is another convenient cheque payment option for our customers, which saves a lot of time,” relates Rakesh Aggarwal, CEO, BSES.
Apart from tying up with mobile and electricity companies, and a number of retailers, Easy Bill has hired Brand Prophet to strengthen the brand.