MxMIndia

Tag: Shimit Amin

  • Titled 'Scam Se Bacho'

    Campaign by Payments on WhatsApp

    By Our Staff

     

    In order to create awareness and educate users on making safer online payments, WhatsApp has launched a user-safety campaign – titled ‘Scam Se Bacho’ via a ‘music video, conceptualised by BBDO India and directed by Shimit Amin.

     

    Talking about the music video, Manesh Mahatme, Director – Payments, WhatsApp India said: “While UPI continues to remain one of the safest, convenient and interoperable modes of making payments, India’s growing acceptance of online payments has also seen an increase in digital payment frauds. User safety is at the core of everything we do at WhatsApp and through this exciting and captivating music video, we want to educate and empower our users with all the information they need to safeguard themselves against any frauds while making digital payments. We hope that this initiative by WhatsApp will resonate with people and they can sing their way through safe and secure online payments.”

     

    Talking about the campaign, Avinash Pant, Director – Marketing at Meta India, added: “India’s growing acceptance of digital payments has also led to an increase in the need to make people aware on how to keep their payments safe. Through this campaign, which is built on several real world scenarios that people face in their everyday life, our endeavour is to educate and empower users with all the information they need to safeguard themselves against any frauds while making digital payments. This initiative reinforces Whatsapp’s commitment to the safety of our users while making payments as simple and convenient as sending a message.”

     

    Commenting on the creative treatment of the music video, Josy Paul, Chair and Chief Creative Officer, BBDO India, said: “Our primary goal with this music video was to spread awareness and engage the audience sensitively on this subject. We decided to create entertainment that educates, rather than advertising. Our goal of reworking a fun nostalgic song like ‘Dekh ke Chalo’ was to use the power of music to convey a strong message that’ll help people relate to the moments that we collectively face in our lives. The song triggers memory structures that allow the audience to receive the message more easily. We hope it will echo with people to be more aware the next time they face similar situations and feel empowered to stay safe while making online payments on WhatsApp.”

     

     

  • Introduces Active Account mobile app to help Indians earn from surplus savings

    Birla Sun Life Mutual Fund urges Indians to activate idle savings with ‘Active Account’

    By A Correspondent

     

    Birla Sun Life Asset Management Company Limited has launched its latest TV commercial, Active Account across national television. BSLMF Active Account is a Liquid Fund-based mobile application which could help investors earn from their surplus savings. Directed by Shimit Amin, the TVC is created by Taproot Dentsu.

     

    “Historically Indians have the mindset of keeping majority of their hard-earned money in low-yielding vehicles. Seldom do they realize that with taxes and inflation, their idle savings remain in a state of erosion. Our attempt is to awaken Indians to this realization, and provoke them to make the right saving choices. With Active Account, consumers can now use the power of technology to activate money with a single swipe,” said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group.

     

    A. Balasubramanian, CEO, Birla Sun Life Asset Management Company Limited said, “BSLMF Active Account has been developed using customer-first design thinking. Conveniences such as ease of use, ease of login, ease of transaction, ease of access are structurally embedded into its architecture. This new offering from us is poised to change the way India saves, and I am confident that it will add immense value to savers and investors across the Indian diaspora.”

     

    Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “The bank account is India’s default parking lot, when it comes to money. But is this traditional saving habit optimal? While attempts have been made in the past to urge people to “make their money work harder”, the launch of the Active Account App is a game-changer. In this commercial, we’ve used India’s other favorite activity – protesting – in an interesting way, to drive home the message that the days of “lazy money” are numbered. Because the Active Account is not yet another app, it’s a revolutionary tool.”

     

    Directed by Shimit Amin, the Active Account campaign is created by Team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Neeraj Kanitkar. Red Ice Films is the Production House, and Lisa D’Costa, Executive Producer. The digital elements are managed by Foxy Moron, Mumbai.