Lowfundwala Communications creates #DoMore campaign for Instarem.com
#DoMore exhorts users of Instrarem to save money, hence do more with that money
Mumbai-based media start-up Lowfundwala Communications has come with a branded film campaign for Instarem.com, storifying the user-journey from saving monies on FX Rates to #DoMore with their savings.
The #DoMore campaign has a quirky and humorous approach to crafting the brand’s message.
Instarem.com provides overseas money transfer / remittance services to expats and businesses, enabling them to send money from Australia, Singapore, Hong Kong, Malaysia, EU, India, USA and Canada to 55+ countries across the world.
The USP of the app is that it doesn’t add margins, therefore doesn’t earn from FX rates. Instead, InstaReM clearly displays and charges a processing fee for the FX transfer which is what makes up a major chunk of InstaReM’s earnings. InstaReM offers complete transparency to the end-user.
Speaking on the creative, Kashyap Swaroop of Lowfundwala Communications said, “#DoMore, as the hashtag suggests, helps the users of Instrarem save money, hence do more with that money. Every action has intent behind it. To #DoMore in life is a typical Instarem user’s intent. We had to keep in mind that in the remittances space, customer loyalty is least expected due to multiple reasons, ranging from assurance to security to trust to savings.”
“A typical FMCG product’s proposition is relatively easy to explain, which is why a plethora of emotion-driven routes can be explored to explain their propositions. In the non-banking financial sector, products are generally trickier to explain, since a lot of thought goes into the buyer’s decision. The film-series had several key communications, which we’ve integrated into stories through the lens of humour. The set and setting both assume the role of a character in our films, making the films funny, informative yet relatable,” Swaroop added.
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