• Sakar Thakur- 51• Ganesh Tripathi -52• Parth Vora- 53• Pooja Vora- 54• Sanket Vyas -55

Uttar Pradesh

History

Geography

Demography

Reasons for going rural

• Huge untapped market• Urban saturation• Increasing per capita income• Lesser competition

More than 50% rural population with no bank accounts

Fast moving and thriving India and not on ‘METRO’ cities

Few banks within proximity

Travel to shop, to pay bills

Leads to INCONVENIENCE

Facts you must know

About Idea-money

REGISTER USING*333#

Outlet

Demo

Safe & secure through mPIN

Pay anywhere, anytime

No long queues for bill payments

Get special offers

Literacy Rate : 70%

Competitor : Airtel Money

Idea cellular penetration in UP : 29% - 30%

Product can cater to people on PAN India basis

Pros and Cons answers WHY ???

Legal Constraints

More than 90% of the country’s population uses cash to pay for its daily needs

Mobile telephony enriches lives of more than 75% Indian population

Transactions migrants remit home is expected to touch more than $2 billion annually

Pros and Cons answers WHY ???

Silver 

Gold

Allowed transactions Spend, Send & Withdraw Spend, Send & Withdraw Spend, Send & Withdraw

Maximum amount/transaction on other channels *

Rs. 10,000 Rs. 50,000 Rs. 10,000

Minimum amount/transaction

Rs. 10 Rs. 10 Rs. 10

Interest No interest No interest 3.5% per annum

PlatinumLimits and Offers

Pricing

Processing fee  

Register for silver accout Rs. 15

Register or upgrade to a gold acount

Rs. 50

Register for platinum account

Rs. 50

Pricing

transaction charge*Telecom and DTH payments(except BSNL and MTNL) 

FREE

Load cash through credit card

Free

Utility payments(electricity, gas, insurance,BSNL/MTNL)

Free

Online travel booking 1% (max. Rs. 50)IRCTC railway ticket booking Free

Online Shopping FREEMovie ticket booking FREE

Shops, restaurants etc. FREE

Send money to idea money account

0-50 – Free51-1000 – Rs 151001 – 3000 – Rs 353001 – 5000 – Rs 50 

Send money to bank account Slab wise pricing*0-50 – Free51-1000 – Rs 151001 – 3000 – Rs 353001 – 5000 – Rs 50

Send money to mobile (only for platinum accounts)

0-50 – Free51-1000 – Rs 201001 – 3000 – Rs 60 3001 – 5000 – Rs 100

Withdraw money (only for platinum accounts)

0-50 – Free51-1000 – Rs 201001 – 3000 – Rs 60 3001 – 5000 – Rs 100

Started in 2012

New campaign builds an emotional high ground

Positioning money as an emotional currency and not just a financial one

Airtel Money campaign goes Digital

The UPPERHAND

Competitor Analysis

Analysis & identification

Campaign Details

Sales Pitch

Impact visualization

Cost benefit analysis

Replicability potential

Support

Marketing Plan

Print Media & Outdoor Visibility

Social media

Electronic Media

Events & Activations

Promotional Offers

How will we Market it ?

A network you can BANK on

TVC Campaign:

What an Idea Sirji !

बैं�क अबैं आपक� जॆ�बैं में�

Campaign

BANK is where your HOME is

Print Campaigns:

बस इतने� स� खुश

खुरी�दा�री�

ब�क में� पै�स� जमें�

बिबैंजॆली� बिबैंलीअन्य बिबैंली� क� भु�गता�न

दावा� खुरी�दामें�ब�इल रिरीचा�ज�

मेंविवा टि�क�

खु�ने-पै�ने

में��ग� थो�डा� और

Outdoor : 1. Hoardings2. Billboards3. Posters4. Wall-paintings (for Rural)

Instore Branding :1. Mobile shops2. Standees3. Buntings4. Banks

Mobile Wallet

Dial *333# to register

Print Media

Hoarding

Outdoor Media

*333# A network

you can

BANK on

Instore Branding

बैं�क अबैं आपक� जॆ�बैं में�

Wall Paintings

An Idea-money link to the idea website

About Offers and Limits Demos Idea-money recharge

Social media

Radio: Jingles

TVC :

30-sec ads

10-sec ads

Electronic Media

30-sec TVC ad :

A commercial based on the message ‘What an Idea Sirji’ starring Abhishek Bachchan as the brand ambassador.Abhishek Bachchan depicted as a common man and explaining a hassled person about the Idea-Money uses

10-sec TVC ad:

• Targeting the emotional appeal of son paying his father’s hospital bill• Use of the Indian wedding rituals

TVC ADS

Mall Activation

College/University Activation

GamesQuizes

Prize to be given:Idea sim-cards with idea money registration

Events and Activations

Haats

Melaas

A road show beside an idea –money outlet stall

Free sim-cards with idea money activation for:

PEOPLE CUSTOMERS

Events and Activations

Free idea sim-cards with the registration of the silver scheme

Tie ups with banks and internet shopping sites in the long run

Low processing fee after a certain limit of transactions

Seasonal Offers

Promotional Offers

Expansion Plan

• Northern belt

• Central India • Southern states – Southern superstar, regional

channels and languages, in-film branding

Conclusion

• (Thank you picture)