Khul Gaya Sim Sim

HIGH
ENGAGEMENT
RECEIVED

Bajaj Finserv, India’s leading NBFC, was prepared to launch a business marketing campaign highlighting their customer portal, My Account.
As a product, My Account was a place where a user could have all financial information consolidated in one place for their ease and convenience. From one’s investments to their loans, from their credit health to their payments, all of it could be accessed simply through an OTP.

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Challenge

To launch My Account and its features to primarily its new and potential users.

Our Approach

We wanted to highlight the simplicity of access of using an OTP to unlock the many benefits of My Account.

Solution

We created an animated film to tell the mysterious tale of the magical cave that opens to unveil the many treasures of My Account.

Inspired from a classic childhood story

When it first came to the central idea of the campaign, we knew we had to do something memorable that could garner recall value amongst the audience. We opted to go for the famous story of “Ali Baba and the 40 thieves”.

We visualized My Account as a cave that would behold treasures, and that would open to the magic phrase of an OTP. Hence, it seemed natural to arrive at “Khul Gaya Sim Sim” as the campaign name.

A fun animated film
to drive the message

With a magical world at our disposal, we wanted to execute this campaign through an animated film. We created a world following Baba’s quest to open the mysterious cave that wouldn’t open despite all his efforts. Suddenly, two youths appear and summon the magical OTP that eventually helps them enter the cave.

This way, we bought a major asset for the campaign to life. Highlighting the ease of access and the plentiful features inside My Account, the film was able to communicate the product perfectly and creatively along with its USPs.

Backed by interesting static posts and robust PPC campaign

While the animated film was the launch of the product, we followed the film with a detailed sustenance phase to keep the buzz going. Based on the master creative, we followed the communication with static posts that would address the nuances of the product. Furthermore, a brilliant PPC campaign helped reach new customers and obtain many new conversions for My Account.

CAMPAIGN SUCCESS

The universe that the campaign created for itself and the recall value it provided for its product truly stands as a testament to the creativity that fueled this important campaign for Fifth Estate.