MobiKwik Launches its first TV campaign

After a string of outdoor and radio campaigns, the company has decided to take to television, and roll out a 3 month media plan

e4m by exchange4media Staff
Updated: Jun 18, 2015 11:30 AM
MobiKwik Launches its first TV campaign

MobiKwik, the mobile wallet with over 17 million users and 50,000 merchants, has announced the launch of its first ever television campaign, as a part of its 360-degree, multi-media brand campaign – ‘More than a Wallet’. Conceptualized by Happy Creative Services, the series of ads aim to position “MobiKwik Wallet” as the new way to pay online, replacing cards and cash on delivery.

The series of TV commercials portray how MobiKwik helps smartphone users to pay in a flash. The witty take on the role mobile wallets have to play in the everyday life of its consumers make the ads a delight to watch and easy to connect with. The 3-month long campaign will run across a bouquet of infotainment, entertainment, movies and lifestyle channels.

The advertising campaign comes at a time when India is at the cusp of exponential growth with rapid adoption of smartphones, mobile internet, and eCommerce services by users. MobiKwik’s mission is to create 100 million “new” digitally paying users in India and connect them with 200,000 retailers by the end of 2015. While the overall Internet users in India are 250 million, only about 35 million of them currently pay online. With the growth in mobile internet users in India, we see a dramatic increase in demand from users as well as e-retailers for a smooth payment experience, especially on mobile. With our advertising campaign we aim to generate more awareness about how easy, fast, and safe it is to pay using MobiKwik Wallet. 

Bipin Preet Singh, Founder and CEO, MobiKwik said, “Over the years, MobiKwik Wallet has seen a high organic growth largely through word-of-mouth marketing by our loyal users. But now the market is ripe and our product has made tremendous strides. It is the right time for us to take our brand to a larger set of Internet users who are yet to discover the ease of making secure, quick, and convenient digital payments. This is the first time in the history of our company that we’re advertising on TV and we couldn’t be more excited to see the response."

As MobiKwik aims to grow its user base from the current 17+ million to over 100 million in the next 7 months, the current TV campaign is a key step forward for the brand. In its bid to catalyze the mobile wallet market, MobiKwik has over the past few months has unfurled a comprehensive integrated marketing campaign including television, out of home, radio and digital.

Kartik Iyer, Chief Executive Officer and Co-Founder of Happy Creative Services, the creative agency-on-record for MobiKwik shared, “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.”

Watch the TV commercials here:

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