Vodafone launches M-Power campaign

SRINAGAR: Vodafone India Friday announced the launch ‘M-Power’—a pan-India campaign that focuses on creating awareness about the company’s M-Pesa Mobile Wallet Services.
“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,” the company said in a press statement issued here.
The campaign, it said, will highlight the relevance and benefit of using the Services.
“It will primarily target the migrant pockets and engage with them through live demonstrations, interactive sessions, facilitating on- spot registration and money transfer,” it said.
It said the customer education campaign will be rolled out in different markets including Gujarat, Tamil Nadu, Delhi, Kerala, Kolkata, Karnataka, Andhra Pradesh, and Mumbai.
Meanwhile, Vodafone said it has organised “Funday Activity” to establish “emotional connect” with customers and to “educate them” about benefits of M-pesa in an “engaging and entertaining” manner.
“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—that M-Pesa is the most convenient way of sending and receiving money,” it said.
Apart from television, Vodafone’s M-Pesa campaign will be supported by print, radio, outdoor, cinemas and activation as touch points, the company 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 and convenient way to transfer money,” Suresh Sethi, Business Head M-Pesa Vodafone India, said in the statement.