A Roadmap for a Less-Cash India

DIGITAL CAMPAIGN STRATEGY & EXECUTION / CREATIVE DIRECTION / COPYWRITING / PROJECT MANAGEMENT

CAMPAIGN OVERVIEW

This was a short run digital campaign launched to help establish the narrative around acceptance in the 3-week period leading up to India's Independence Day. The goal was to leverage the excitement of this national holiday to promote a digital economy free from cash as true independence for India.

The strategic execution of this effort also continued to solidify alignment with the Government of India and Prime Minister Modi’s less cash vision. The campaign seized the moment to educate consumers and explain how a payment neutral market for digital payments was good for India – that with this and cooperative efforts among consumers, businesses and the government to move away from cash, Indian society as a whole will gain tremendously by the increased adoption of digital payments.

This was a comprehensive effort that included distribution of a campaign website, vision brochure, white papers, digital ads, and a series of videos, most notably “The 10 Point Plan for a Less-Cash India” which outlined the strategy to enhance acceptance put forth by the Confederation of All India Traders (CAIT) and Alliance for Digital Bharat (ADB).

CAMPAIGN METRICS

16.6M+
Total Ad Impressions

3.39M+
Total Video Views

60%
Average Video Completion Rate

3.1M+
Facebook Promoted Post Reach

504K+
Post Engagements

10K+
Display Ad Clicks to Website

Run Time: 3 Weeks

WINNING RESULT

Given the short time-frame of the campaign to reinforce CAIT and ADB as they mobilized their ground efforts, the metrics show very positive consumption of the video and digital content. Broad saturation of the Delhi and Mumbai markets helped drive average view times that achieved 60% finish rates, and contributed to a substantial awareness of CAIT and ADB's acceptance plan among key government officials, policy makers and regulators.

Promoted Facebook Posts