It's like handing over cash in person, says Ogilvy's campaign for Vodafone M-Pesa

Vodafone India has partnered M-Pesa, a mobile money transfer and payment service. To promote this the convenience of monetary transactions, Ogilvy India has created a new campaign that is currently on-air.

The film opens to a young boy standing next to a broken-down scooter. He is placing a call to his older brother, and begins the conversation by asking about the weather. The brother is instantly on his guard, obviously used to such calls. He asks him how much money he needs this time around. The younger brother tells him he needs Rs. 3000 to get the scooter repaired. The brother isn’t very pleased with having to lend Rs. 3000, but he is promised that he will get them back. Suddenly, the viewer sees that the brothers are still talking on the phone as they stand next to each other. Finally, the younger brother gets the money in his hand, after all the banter. The TVC shows that transferring money via M-Pesa is as easy as receiving it in person.

Watch the TVC here:

Apart from TV, the campaign will also employ print, OOH, radio and on-ground touchpoints to support the campaign.