Where consumers have had to face lines and inconvenience, some brands see only opportunities. BrandWagon takes a peek into a few tactical campaigns that were whipped up in a jiffy with demonetisation and ease of transaction as the main theme.
Zee Cinema: The Hindi movie channel’s social media campaign titled #ShareTheChange BeTheChange encourages the public to part with their change whenever possible and not resort to the hoarder mentality.
Amul: Keeping a track of what’s topical and providing a commentary on the same has been an Amul tradition for years. The brand is on point with its tongue-in-cheek topical, the latest one about being a ‘snackless’ society. Amul released two ‘topicals’, one on the announcement of R500 and R1,000 discontinued as legal tender and the other about ATM withdrawals. Had Amul not come up with something on demonetisation, the nation would surely have more to worry about.
Freecharge: Freecharge released the Freecharge kiya matlab cash diya campaign on its YouTube channel and on TV. The film shows an urban youngster with only R300 in his wallet debating what to spend on things like non-veg food, taxi fare, auto fare, coffee etc. A voiceover informs that there is no need to cut corners when there is Freecharge.
Paytm: Paytm found itself in hot water when its campaign’s tagline, Drama band karo, Paytm karo didn’t go down well with a section of the audience. The tagline was then revised to Chhutte ki chinta mat karo, Paytm karo. One ad shows the shopkeeper advising a potential customer to not worry about the Rs 2,000 note and pay via Paytm.
MobiKwik: A lot is being asked about mobile wallets and the likes, with this category being something that excludes the less digitally savvy populace from the conversation. In a move to address this, MobiKwik has launched its MobiKwik Lite app for slower internet connections. A digital film titled — #MobiKwikHaiNa: Pay anytime, anywhere! has been launched to this effect.
Ola: With its #CashlessChalegaIndia campaign across all media vehicles, Ola seems to be reassuring the audience that lack of cash should not be treated as a hindrance to enjoying life’s various conveniences by providing the Ola Money option for payment. The brand is currently offering a cashback of Rs 100 on the first two cashless rides.