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MobiKwik to pump Rs 100 crore in brand campaign

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MUMBAI: With an aim to become India’s default mobile wallet service, MobiKwik has armed itself with a corpus of Rs 100 crore for a new brand campaign aimed to catalyze the booming market for wallet services that currently stands at around 35 million users.

The company has launched a 360-degree multi-media brand campaign, which will include exposure across television, out of home, radio and digital mediums, with the first leg kicking off in May 2015.

The company has chosen Happy Creative Services and given its media duties to XPosure Mass Media.

Happy Creative Services CEO and co-founder Kartik Iyer said, “There are many brands who operate in the payment space but yet don't operate like a true wallet. MobiKwik is actually the one true player in the digital payments space. In a scenario where the country is quickly changing its behaviour due to tech interventions at various touch points, it is an exciting time for a brand like MobiKwik. We see immense possibility of the brand to rise as a true leader in the space.”

The Out Of Home campaign for the brand, which will be handled by Havas, has 1000 units across six cities in India, which include Delhi, Mumbai, Bangalore, Pune, Hyderabad, Chennai and Kolkata. The first campaign will run for a duration of three months, followed by another campaign that will be launched during the festive season.

In the first leg, the brand’s TV campaign will follow close on the heels of its radio and OOH campaigns. Already a market leader in India, Mobikwik plans to reach out the masses and be their top choice as a product.

“With our brand campaign, we aim to make MobiKwik a household name across the country and ensure many more consumer interactions with the brand. The campaign also aims to fuel the adoption of mobile wallet as the preferred mode of payment amongst a host of new customers who are as yet unaware of its benefits. With this campaign, we are confident of increasing our user base from 17 million to 30 million in the next three months and achieve a user base of 100 million users by the end of the year,” said MobiKwik chief marketing officer Saurabh Srivastava.

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