Excelsior Correspondent
JAMMU, Mar 19: Vodafone India has launched ‘M-Power’, a pan India customer education campaign that focuses on creating awareness about Vodafone M-Pesa, a mobile wallet service.
Through this campaign, Vodafone aims to educate customers on the benefits on leveraging mobile technology to access the financial services in a safe, instant and convenient way.
Relegating the days of long bank queues, travelling long distances and waiting for money to get transferred to the bank account, to the past, M-Power will highlight both the relevance and benefit of using M-Pesa mobile wallet services. It will primarily target the migrant pockets and engage with them through live demonstrations, interactive sessions, facilitating on-spot registration and money transfer.
Vodafone M-Pesa customer education campaign will be rolled-out in different markets in three phases which include Gujarat, Tamil Nadu, Delhi, Kerala, Kolkata, Karnataka, Andhra Pradesh, UPE, UPW, M&G and Mumbai. Three days education camp is being organized in urban slumps especially in pockets with women working as domestic help or small business like Parlours.
In addition, Vodafone has organized ‘Funday Activity’ to establish emotional connect with customers and educate them about benefits of M-Pesa in an engaging and entertaining manner.
Created by Ogilvy and Mather, Mumbai, Vodafone has introduced two television commercials that create awareness of the concept and educates customers about the benefits of M-Pesa in an appealing manner. Apart from television, Vodafone’s M-Pesa campaign will be supported by print, radio, outdoor, cinemas and activation as touch points.
Announcing the formal launch of M-Power across India, Suresh Sethi, Business Head M-Pesa, Vodafone India said ‘Mobile money transfer is in a nascent stage in India. Thus our marketing campaign focuses on creating awareness about mobile wallets and aims to position M-Pesa as the new safe, instant and convenient way to transfer money.
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