Airtel Money: Getting Indians to convert cash transactions into mobile money transactions
Radhika Burman and Sumeer Mathur
Campaign details
Brand owner: Bharti AirtelAgency: JWTBrand: Airtel MoneyCountry: IndiaChannels used: Branded content, Internet - display, Internet - general, Internet - microsites, widgets, Mobile and apps, Newspapers, Outdoor, out-of-home, Print - general, unspecified, Product placement, Radio, TelevisionMedia budget: 5 - 10 million
Executive summary
This case shows how India's leading telecom company, Airtel, successfully launched a new category of mobile money through the launch of Airtel Money, ushering in a new revolution...