Vodafone M-Power Launched: A Customer Education Drive to Highlight the Benefits of Bringing the Bank to the Mobile

Vodafone India has launched ‘M-Power’, a pan India customer education campaign that focuses on creating awareness about Vodafone M-Pesa mobile wallet service. Through this campaign, Vodafone aims to educate customers on the benefits on leveraging mobile technology to access the financial services in a Safe, Instant & Convenient way.

Relegating the days of long bank queues, travelling long distances and waiting for money to get transferred to the bank account, to the past, M-Power will highlight both the relevance and benefit of using M-Pesa mobile wallet services. It will primarily target the migrant pockets and engage with them through live demonstrations, interactive sessions, facilitating on- spot registration and money transfer.

Benefits of using their ‘M-Pesa’

• Deposit and withdraw cash from designated outlets

• Transfer money to any mobile phone in India

• Remit money to any bank account in India

• Make payments to recharge mobile, pay utility bills and for DTH service subscription

• Shop at select shops

• ​Participate in e-commerce/m-commerce

Vodafone M-Pesa customer education campaign will be rolled-out in different markets in 3 phases which include Gujarat, Tamil Nadu, Delhi, Kerala, Kolkata, Karnataka, Andhra Pradesh, UPE, UPW, M&G & Mumbai. Three days education camp is being organized in urban slumps especially in pockets with women working as domestic help or small business like Parlours. In addition, Vodafone has organized Funday Activity to establish emotional connect with customers and educate them about benefits of m-pesa in an engaging and entertaining manner. An experience zone is also created in different markets to communicate the proposition of Vodafone M-Pesa.

This unique initiative is supported by an extensive advertising campaign that explains the ‘How’ of using M-Pesa. The differentiator of the campaign is the superlative claim i.e.  ‘M-Pesa is the most convenient way of sending and receiving money’.

Created by Ogilvy & Mather, Mumbai, Vodafone has introduced two television commercials that creates awareness of the concept and educates customers about the benefits of M-Pesa in an appealing manner. Apart from television, Vodafone’s M-Pesa campaign will be supported by print, radio, outdoor, cinemas and activation as touchpoints. Radio would play a very critical role in order to keep engaged with our target audience. Mediums like railway ticket branding and mobile integrations will help us reach out to our audience in more focused approach apart from 12 months activations programs through the year.  

Link to view the TVC: https://www.youtube.com/watch?v=fiuKkx_qE-w&feature=youtu.be

Announcing the formal launch of M-Power across India, Suresh Sethi, Business Head M-Pesa, Vodafone India said ‘Mobile money transfer is in a nascent stage in India. Thus our marketing campaign focuses on creating awareness about mobile wallets and aims to position M-Pesa as the new Safe, Instant & Convenient way to transfer money. Activation programme play an important role in the marketing campaign, as above-the-line marketing is not enough to induce our target customers to use mobile money service. Hence the marketing campaign utilizes other mediums like on-ground activations, radio and cinema to help the potential target customers to see how the new service is both relevant and beneficial to them.’

About Vodafone India:

Vodafone India is a 100% fully owned subsidiary of the Vodafone Group Plc. with operations across the country serving around 180 million customers. Commencing operations in 2007, Vodafone in its long-term commitment to India, has built a robust business in a highly competitive and price sensitive market. Vodafone India has been providing innovative, customer friendly and reliable products and services by continuously differentiating itself with a strong brand, best quality network, unique distribution and great customer service. This has been acknowledged at several prestigious forums where Vodafone India has won awards and recognition across different segments consistently.

Serving the needs of businesses, Vodafone Business Services provides total telecommunications (Voice and Data) solutions across mobility and wireline platforms. With the advantage of global expertise and experience and the knowledge of local markets, the business is run through the following verticals – Vodafone Global Enterprise (VGE), National Corporate (NC), Small and Medium Enterprise (SME) and a dedicated vertical for Government customers. Vodafone Business Services has steadily taken leadership position and is currently providing both mobile and wireline services to global and national businesses equipped with a robust and superior network infrastructure and a 24x7 NOC.

M-Pesa is a unique and innovative money transfer service from Vodafone. Serving the needs of the unbanked and under-banked customers, Vodafone M-Pesa is a safe, fast and convenient way of bringing bank to the mobile. With a pan India distribution network of 85,000 agents and with more than 2.5mn customers, M-Pesa is the largest banking business correspondent in the country. M-Pesa today plays a vital role in enabling financial inclusion and m-commerce.

As a value based organization, Vodafone is committed to achieving the highest standards of Health, Safety and Well-being not only for its employees but also for all its partners. At Vodafone, sustainability is an integral part of the company’s mission and strategy, shaping the conduct of business every day. ‘Vodafone Cares’ is a platform to showcase all the good that Vodafone does for the society and has championed several projects and initiatives under the three pillars of Education, Environment and Empowerment. The Vodafone Foundation in India is committed to leverage the potential of mobile technology to address some of India’s most pressing challenges relating to education, health, equality and access. Its activities focus on the 4Ms of empowering individuals – m Health, m Education, m Agriculture and m Women.

Vodafone is one of the world's largest telecommunications companies with over 444 million customers in its controlled and jointly controlled markets as of 31^st December 2014. Vodafone has equity interests in telecommunications operations in nearly 30 countries and around 50 partner networks worldwide.

For more information, please visit: www.vodafone.com. Follow us on twitter @Vodafone IN_News

For Further Information, please contact:

Vodafone India | indiacorpcomm@vodafone.com         

Adfactors PR | teamvodafonemum@adfactorspr.com