Vodafone m-pesa: Democratising money transfer
Anoop Menon, Ameya Prabhu
Campaign details
Brand: Vodafone m-pesaBrand owner: Vodafone m-pesa India LimitedLead agency: Ogilvy & Mather IndiaCountry: IndiaIndustry: Financial services (general)Media: Cinema, Direct marketing, Events & experiential, Games & competitions, Integrated, Mobile & apps, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Product placement, Public relations, Radio, Sales promotion, Television, Word of mouth, advocacyBudget: 1 - 3 million
Executive summary
In 2014, Vodafone launched a mobile money transfer solution called M-Pesa, targeting the vast unbanked migrant population of India....