Campaign logic: Simple solutions for simple problems

IDFC Bank's campaign for Aadhaar Pay builds a case for digital payments in a light-hearted manner

Sangeeta Tanwar 

Brand: IDFC Bank Budget: Rs 10-12 crore* Agency: McCann Erickson *Industry estimate This is a serious story told in a light-hearted manner. After the new Rs 2,000 notes were issued after demonetisation last year, many complained that merchants were refusing to accept those notes for small-value payments. IDFC Bank’s new offering, Aadhaar Pay, uses that consumer pain point as an opportunity. The Aadhaar Pay service leverages a user’s unique identification number and thumbprint to enable payments through a smartphone connected to a dongle. An ad ...

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Campaign logic: Simple solutions for simple problems

IDFC Bank's campaign for Aadhaar Pay builds a case for digital payments in a light-hearted manner

IDFC Bank's campaign for Aadhaar Pay builds a case for digital payments in a light-hearted manner Brand: IDFC Bank Budget: Rs 10-12 crore* Agency: McCann Erickson *Industry estimate This is a serious story told in a light-hearted manner. After the new Rs 2,000 notes were issued after demonetisation last year, many complained that merchants were refusing to accept those notes for small-value payments. IDFC Bank’s new offering, Aadhaar Pay, uses that consumer pain point as an opportunity. The Aadhaar Pay service leverages a user’s unique identification number and thumbprint to enable payments through a smartphone connected to a dongle. An ad ... image
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