Airtel Money: Getting Indians to convert cash transactions into mobile money transactions

Radhika Burman and Sumeer Mathur

Campaign details

Brand owner: Bharti Airtel
Agency: JWT
Brand: Airtel Money
Country: India
Channels used: Branded content, Internet - display, Internet - general, Internet - microsites, widgets, Mobile and apps, Newspapers, Outdoor, out-of-home, Print - general, unspecified, Product placement, Radio, Television
Media 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 of cashless transactions and converting the way in which millions of Indians transact. This success is even more notable as the vast majority of Indians are 'unbanked' and cash lovers. India is a cash-led economy, with about 65% of all transactions conducted in cash (source: Reserve Bank of India).