Mobile Money Transfer is at a nascent stage in India and M-Pesa is the first mover brand in this category. Thus the advertising efforts also focus on category building and not just the M-Pesa messaging. This year, Vodafone M-Pesa has launched the second campaign that explains the 'How' of using M-Pesa with a charming narrative device of 'Yahan-Wahan'. The basic approach of the TV plan is targeting genres and channels (including regional channels) basis the viewership pattern skewed among M- Pesa TG.

The film revolves around the life of Mr. Tiwari who is a Factory Supervisor in Mumbai and Mrs. Tiwari, his wife back home in Jaunpur in UP. When a need arises for Mr Tiwari to send money for monthly expenses easily to his wife, Vodafone M-Pesa comes to his rescue. In 3 simple steps, he sends the money and the film shows how conveniently Mrs. Tiwari has withdrawn the money from her nearby M-Pesa agent. The film is narrated with a charming device of 'yaha-wahan' and closes with an emotionally touching comeback.