Cashless Bano India movement launched by NDTV & Mastercard

NEW DELHI: 'Cashless Bano India', a campaign aimed at accelerating the adoption of digital forms of payments through an on-ground and TV campaign, has been launched to educate the masses about digital payment solutions and encourage its usage for everyday spends.

This campaign launched by NDTV Mumbai and Mastercard will work with partners in driving behavioral change and spread awareness on the importance of digital payments to millions across the country.

The campaign was launched through a high decibel panel discussion focusing on the need for a robust digital payments ecosystem in the country.

Cashless Bano India would also extend to Tier-II and Tier-III cities through on-ground educative sessions aimed at reaching public-at-large as well as merchants with the support of Confederation of All India Traders (CAIT).

The panel discussion was attended by Niti Aayog CEO Amitabh Kant, ‎Mastercard Asia Pacific co-president Ari Sarker, CAIT general secretary Praveen Khandelwal, Sr. Fellow, Brookings & Former Government Chief Economic Adviser Dr. Arvind Virmani, former IMF Executive Director, IMF; Axis Bank executive director Rajeev Anand and Punjab National Bank MD and CEO Sunil Mehta and moderated by NDTV consulting editor Vikram Chandra

Kant said, “The Government has been aggressively driving the push to a less-cash society, bringing a number of policy reforms and initiatives. The vision is to make India lead the world in the evolution of payment systems with technology paving the way. Initiatives like Cashless Bano India will further propel the efforts in bringing a behavioral change towards digital payments and further help in the penetration of digital payments to the last mile.”

“With digitization becoming a part of our life in more ways than one, cashless payments are the future of our country. While the benefits of digital payments to the nation and to individuals are obvious, many roadblocks to speedy implementation still remain. This brain storming session with all stakeholders including the government, bankers, traders and the aam aadmi hopes to charter a blueprint for secure and simple cashless transactions to help build a better India”, said Chandra.

“The digital payments industry in India is at an inflection point. Enablers like Jan-Dhan, Aadhaar, mobile penetration, and more recently demonetization have created a strong foundation for large scale adoption of digital payment systems in India. This is a long term story, which will require a combination of infrastructure, sleek user experience with highest standards of safety and security, last mile distribution and reach, together with the right policy initiatives, and significant marketing and communications efforts to build awareness on the benefits of a digital economy”, said Sarker. "Through our collaboration with like-minded partners like NDTV, we want to do our bit to realize the vision of a cashless India.”

The panel discussion ended with Amitabh Kant, Vikram Chandra and Ari Sarker flagging off a bus, scheduled to travel across the five cities of Kanpur, Jaipur, Surat, Indore and Nagpur. This would be an extended on-ground activation of the campaign, whereby financial literacy and adoption camps would be conducted at the respective cities for traders and merchants.

Latest Reads
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Marketing Brands
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories