September 28, 2022


Spice Cash, India’s main rural fintech, has rolled out its first-ever mass model marketing campaign ‘Spice Cash Toh Life Bani’ that includes its model ambassador, actor-humanitarian, Sonu Sood. The marketing campaign brings forth the corporate’s imaginative and prescient to financially and digitally empower 1 crore rural entrepreneurs throughout the nation. Curated by Guava Artistic Options Pvt. Ltd and produced by Helpful Rubbish Creations Pvt. Ltd., Spice Cash’s proposition to revolutionise Indian hinterlands is depicted by means of an fascinating and emotional two-part marketing campaign bringing alive the model ethos of ‘Spice Cash Toh Life Bani’. The primary movie imagines the expansion potentialities in rural India and their desires of self-sufficiency changing into a actuality with Spice Cash.

The second movie portrays Spice Cash’s industry-first zero funding enterprise initiative by means of a puppet present with Sonu Sood spelling out the methods during which the corporate is opening up revenue avenues for the unemployed within the Indian hinterlands. The gamut of alternatives that the model provides allow the agricultural inhabitants to develop into entrepreneurs in their very own villages they usually now not want to go away their hometowns simply to earn a livelihood.

Kuldeep Pawar, Head of Advertising, Spice Cash, stated, “At Spice Cash, our purpose is to carry digital, monetary and e-retail providers to India’s underserved and underbanked inhabitants and on the identical time make them self-reliant by offering self-employment alternatives. Our new marketing campaign, ‘Spice Cash Toh Life Bani’, highlights the corporate’s imaginative and prescient to create rural entrepreneurs with zero funding. According to the marketing campaign thought, the TVCs aptly seize how Spice Cash is making life easier, higher, and happier for the agricultural client.”

The proposition of ‘Spice Cash Toh Life Bani’ will likely be introduced alive by means of an built-in multi-media and multi-lingual marketing campaign. The movie is barely being run on digital and social media platforms contemplating the model’s perception in being digitally related. The marketing campaign will likely be additional supported by out of doors and retail activations in cities and villages throughout the nation.

Vikisha Mehta, Chief Artistic Officer & Managing Director, Guava Artistic Options stated, “We had the enjoyment of partnering with none apart from Sonu Sood as a model chief to magically create the model technique Spice Cash Toh Life Bani! It’s not solely aligned with this imaginative and prescient of the model – to uplift and remodel the lives of rural India, but additionally re-iterates it in a way that’s easy but eloquent and sticky. Our transient was to carry alive the important thing proposition of ‘Digital Empowerment’.

The important thing consideration for the marketing campaign was to make sure fast join with the goal group by means of a easy story and speedy consciousness to drive for the supply efficiency.” Spice Cash introduced its affiliation with Sonu Sood because the face of their model in December 2020 amidst the pandemic, with a shared imaginative and prescient of harnessing the ability of expertise to advertise entrepreneurship among the many rural and semi-urban inhabitants. Sonu Sood is represented by Visionnaire Leisure Ltd., a sports activities & leisure firm based mostly in London. Spice Cash has established itself as a multi-dimensional banking and digital providers supplier in India. Powered by ubiquitous digital accessibility, the corporate is efficiently bridging the digital hole in India between its city and semi-urban and rural counterparts.


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