presents

CASE STUDY – PAISON KI PAATHSHAALA

A MOBILE LED FINANCIAL LITERACY PROGRAM

(June 2015 – April 2016)

Onboard with Going to School

As a step towards financial inclusion, MobilArt and New Delhi-based Going to

School (a not-for-profit trust which works to educate and train youngsters

through story-telling) have kick-started a 360-degree mobile solution for financial

literacy named, ‘Paison Ki Paathshaala.’ It is a mobile campaign effective

across platforms such as SMS, OBD-IVR and a microsite. First launched on July 1st,

2015, the campaign is live in four cities, namely Mumbai, Pune, New Delhi and

Chennai. It airs twice on all weekdays in regional languages on 101 Vividh

Bharati for a duration of 5-15 minute.

The Story of how Mobile penetration allowed projects like

‘Paison Ki Paathshaala’ to reach rural and semi-urban

communities across India, delivering rich, informative content

and adding heaps of value to their lives.

Paison Ki Paathshaala: Success Story

Paison Ki Paathshaala: Success Story

Paison Ki Paathshaala is a high-impact infotainment solution to a subject that is

considered dull and uninteresting. So, our efforts from the very beginning were

focused at creating a solution that is easily-digestible, engaging, shareable, and

memorable story-like format. Paison Ki Paathshaala is the convergence of

education and entertainment. For instance, the IVR platform features radio shows

on financial subject, brief topical chapters titled as Paison ki Tippani, as well as a

mechanism that enables users to register their queries, duly answered by the Going

to School team.

OBJECTIVE

1. To spread financial literacy among men and women in the lower income groups

(SEC C and D – covering petty traders, skilled and unskilled workers with minimum 5-9

years of schooling and basic literacy, earning less than 10,000/- per month between

the ages of 16-34 yrs)

2. To present important financial education via infotainment content tools.

3. To create an easily accessible platform for content consumption on Mobile

platforms. To ensure that the platform’s usage is largely independent of user’s mobile

wallet size, language limitations, mobile internet connectivity and strength.

MobilArt proposed a 360 degree mobile solution for ‘Going to School’s financial

literacy initiative called ‘Paison Ki Paathshaala’ a mobile campaign spread across

SMS, OBD combined with IVR and Microsite. Paison Ki Paathshaala is our infotainment solution to a seemingly boring subject, yet we believe that any and all knowledge is

shareable if presented in an engaging, catchy and memorable story format. Paison Ki

Paathshaala is that space where education meets entertainment.

Solution

Infotainment content

Entertaining 5 minute topic specific capsules

Character driven episodes with featured guests

Catchy Viral Content

OBD/IVR

SMS

Microsite

Content rollout plan with annual syllabus

Content Programming

To drive traffic towards mobile, all communication leads to information on mobile platforms

Base Platform

Multi-Language Access Region Sensitive Content GTS Operator Assistance 24/7 free Infotainment

Radio & Syllabus Content

Special SMS Syllabus

Free Subscription

SMS Quiz

Radio Content Quiz per syllabus

with Gratification. Downloadable & Shareable Audio

Content Infotainment

Paison Ki Paathshaala

• PKP is a mobility product spread across three mobile platforms. The product is modeled on the financial literacy syllabus shared by GTS and promoted on their radio show. On SMS and OBD, PKP is a free subscription based service that users can follow to gain topic wise knowledge on financial planning over a period of time.

• Platforms of Consumption:

• SMS (1 way SMS for promotion & 2 way SMS for subscriptions)

• OBD IVR SYSTEM (toll free, call back 6 minute topical educational capsules)

• MICROSITE (Quiz contest, Audio content, Infotainment)

SMS •Money ki

tippani (Tips/Trivia)

•Paise ka sawaal (Quiz - winner will be gratified)

•Unsubscribe

OB

D

•Radio Show

•Money ki tippani

•Voicemail

MO

BIL

E M

ICR

OSI

TE

•Quiz contest

•Winner will be gratified

•Downloadable Audio content per Syllabus

We released a textual version of the same

syllabus that was relayed on radio. SMS

subscriptions helped users gain

information on topics week by week. Over

40 topics were covered in a duration of 8

months with total 36,000 unique

individuals subscribing on sms.

To learn about recently launched

aadhar-based diesel subsidy give a missed call to 8550937744 or sms start PKP to 79xxxxxx

8550937744

PUSH SMS SUBSCRIPTION

SMS tips

Tips/Trivia on

each of the

topics like

Banking, PAN

card,

Budgeting and

so on are sent

everyday.

There is SMS

quiz which

plays after 4

days of each

topic.

Welcome to PKP

Dial 1 for Radio Dial 2 for Money ki

Tippani

Dial 3 for Voicemail

The user is offered to choose between listening to the Radio, Money ki

tippani or record their query on a Voicemail

The content on the financial portal gives user information about Banking,

Budgeting, Investment and more such finance-topics decided by Going to

School.

Basic Banking Audio

Clips Part 1 Part 2

OBD CALL FLOW

• The microsite, radio.goingtoschool.com, helps subscribers take quizzes per chapter which helps them gauge they have understood the content correctly with the help of Tips/Trivia and OBD content. Other than Quizzes, it also comprises Info and Audio shows. Each of them accompanies information and Radio/Tippani on each chapter and the subscriber can download them to his phone if he likes. The Microsite is visible in three languages – Hindi, Marathi and Tamil.

• Not only are we extremely grateful to be part of a project that effects ground root change, but also one that makes much needed financial knowledge accessible across the length and breadth of our great nation. More than 600 listeners called on the first day of our Mumbai broadcast on July 1; and MobilArt hopes to serve ever-larger numbers in the coming quarters.

Microsite

Paison Ki Paathshaala

• Type

radio.goingtosch

ool.com and

answer maximum

questions to win

exciting prizes.

• The Microsite, like

SMS and OBD will be launched in 3

languages –

Hindi, Marathi &

Tamil

Final Impact Analysis

Sno Platform Reach Impact

1 Radio 40 Lac Listeners 40,000,000 Reached

2 Mobile SMS 2 Cr SMS sent 40,000 Subscribers

3 Mobile IVR Available in Maharashtra, Bihar and Tamilnadu 6000 Calls per month

4 Mobile Site Pan India Availability

Average 30 GB of Data downloaded per week, Total 300 GB of data downloaded during campaign lifetime.

5 Awards & Recognitions 2015

Wall Street Journal Award for Financial Inclusion conferred in October 2015 in Hong Kong.

End