Lights, camera, action!
- Brand Campaign
- Social Marketing
- Performance Media Program
Sharekhan Education had launched Moneyflix, a first-of-its-kind edutainment app. The goal was to address the equities-related investment knowledge barrier in the Indian market. The app was designed to create salience for equities and finance concepts. With a library of over 100+ movies featuring Bollywood references and topical contexts, the audience perception still demanded a marketing program that reiterated the edutainment value of the platform to drive app downloads and adoption.
It became apparent to us that the app marketing campaign had to be truly out there for people to believe that this was not just another financial education all. Shock and intrigue was the brief we gave ourselves before entering the brainstorming sessions.
‘F-Wali Pikchar’, aka finance-wali picture, became the campaign that would promote Moneyflix to an audience that loves its masala movies. The campaign mood took over across touchpoints, even as a series of 6 campaign films featuring unique scenarios served central to the program.
While the F Wali Pikchar campaign films were released over a period of 3 months, the larger strategy had integrated marketing taking over across touchpoints. From native content on financial platforms to social media, from influencer channels to ads, audiences were introduced to the campaign with some attention-stopping teasers and unveiling content. The entire program was aligned to driving awareness and traffic to the Moneyflix app and website.
“The Moneyflix brief was a unique one because BFSI is an industry traditionally associated with straitjacketed communication. This demanded a campaign that was instantly refreshing yet served the brand purpose; winning the audience trust was a non-negotiable. We achieved the balance by creating intrigue at the teaser and unveil phases but being equally big on value during the later phases of the campaign as well as with each of the campaign launch films. The impact is a testimony to the fact that we raised the bar on all fronts – awareness, adoption, and trust.”
The bold and path-breaking campaign for the category translated into a series of positives for MoneyFlix. F Wali Pikchar transformed adoption for Moneyflix, all the way to the bottom of the funnel.
