Campaign logic: Simple solutions for simple problems

IDFC Bank's campaign for Aadhaar Pay builds a case for digital payments in a light-hearted manner

Brand: IDFC Bank

Budget: Rs 10-12 crore*

Agency: McCann Erickson

*Industry estimate

This is a serious story told in a light-hearted manner. After the new Rs 2,000 notes were issued after demonetisation last year, many complained that merchants were refusing to accept those notes for small-value payments. IDFC Bank’s new offering, Aadhaar Pay, uses that consumer pain point as an opportunity.

The Aadhaar Pay service leverages a user’s unique identification number and thumbprint to enable payments through a smartphone connected to a dongle. An ad campaign supporting the launch of the service, “Angootha uthao aur