New Delhi: A month after the government’s demonetisation drive, a full-fledged integrated advertising campaign has been launched to turn India into a cashless economy.

NITI Aayog, which has been tasked to create a simplified yet convincing communication, has kick-started a 360-degree campaign across television, print, radio and social media promoting digital payments.

With an initial budget of Rs5 crore, the campaign will be run in 19 regional languages for a period of six months.

The call-to-action advertising spots with a colloquial tone highlight day-to-day activities such as hiring an auto, shopping, buying groceries or bill payments in which consumers can use digital payments.

On social media (both Facebook and Twitter), influencers such as sports icons Sakshi Malik and Abhinav Bindra are endorsing the digital payment drive using hashtags such as #IPayDigitally and #Digitalpayments.

The campaign has been created by Ahmedabad-based ad agency The Moving Pixels Co and Gurgaon-based advertising agency, Thinkstr.

The television commercial titled ‘Mumkin Hai’ (It’s possible) features a montage of consumers across age groups, occupations and economic strata as the voice-over explains various options such as downloading the UPI app, e-wallet or dialing *99# on a feature phone or simply switching to Aadhaar-linked payments to go cashless. The ad ends with Prime Minister Modi’s speech urging people to become a part of anti-corruption movement by making India cashless.

Apart from the pilot campaign, television spots promoting the use of debit cards and e-wallets will be released shortly.

“There is a psychological barrier when it comes to cashless payments which we aim to change. Making India a cashless economy is a mass movement which needs to be backed by a convincing and powerful campaign. Our objective is to make people move digitally and making cashless payments aspirational," said Niti Aayog chief executive Amitabh Kant who is also heading a committee set up by the government to turn India into a cashless economy.

Subscribe to Mint Newsletters * Enter a valid email * Thank you for subscribing to our newsletter.

Share Via