COMMUNICATION
NEED NOT BE TRICKY
If a brand solves a problem, simplicity is the best policy. And if customer's literacy rate is low it's a must. For most migrant workers, sending money home is of utmost importance as this is why they are laboring in the foreign land.
Our solution was to create “Simple, easy to understand, and call to action based communication.
“IME GARAU” made the difference in the final output
At the time, remittance was once of the highest contributor to GDP and new companies establishing, IME need a key differentiation why and what IME was.
Similarly IME positioning itself as “fast, reliable and secured remittance company” But, during course of time even other remittance started positioning in same direction. Due to which, there was not brand differentiation
Objective:
Maintain market leadership
Maintain top of the mind brand with its key positioning
Create customer confidence
Making IME synonymous to
The act of remittance
IME Garau instantly caught TG's attention with its simplicity and was successful in instilling confidence as a brand. It also resulted in TG's everyday talk replacing the terms like “sending money and receiving money” – ultimately making IME the most trusted brand and the category leader along with top of the mind recall.