Campaign details
Brand: IDFC BankBrand owner: IDFC Pvt. Ltd.Lead agency: McCann WorldgroupCountry: IndiaIndustries: BanksBudget: 1 - 3 million
Executive Summary
This is the story of how India's 83rd bank, and also one of its smallest in value, bridged a gap left unmet for over 70 years, by 82 banks and several billions of dollars. It used an intuitive understanding of rural India to design an effective, ergonomic, and socially viable tool as an alternative to the bureaucratic banker.
India, home to 21% of the world's unbanked, faces a significant...