MAM
On social be realistic, says Facebook’s Riley Peter
GOA: Facebook has changed the nature of personal and business communication. While people are looking at connecting with other set of people on Facebook, brands too need to take a good note on how to create great connections with consumers.
Facebook –APAC head of creative shop Riley Peter on Day 1 of GoaFest went ahead to talk about what creativity meant to the social media network giant. Today, as people have access to multi screens, creativity needs to shape up accordingly, believes Peter.
It is time for brands to partner with social networking sites for creating impressive work. Social has the power to identify niche as well as the mass audiences. Brands can thereby analyse what idea works for it best. According to Peter, “Brands don’t have the right to be in your newsfeed.” He is of the opinion that it is time for brands to move away from just creating disruptive communication. At the end of the day a consumer when on social platform, needs to take away much more than product details and offers.
Brand communications should never look like an intruding one. Today, consumers have infinite choices and also have a total control over it. The challenge for brands thereby increases. “Only smart creative ideas can bring that difference in a consumer’s outlook towards brands,” said Peter. He also thinks that brands should change their perception of getting more likes just for the sake of it.
Peter is of the opinion that India has a great potential to create remarkable creative work on social. Main reason being that today Facebook has over one billion users in India. The number in itself speaks. What Indian brands need to do is bring the art of storytelling on social as well. Peter is highly impressed with what Indian brands are doing on main stream advertising. According to him, in India celebrity endorsements have created some successful brand campaigns. “It is time to be more realistic and rope them effectively on social too,” said Peter.
The creative canvas on social has the power to give real experiences to consumers in the near future. Peter is highly optimistic about India and thinks in the coming years there will be great storytelling happening on social by brands!
MAM
BHIM rolls out Mahi Way campaign to boost trust in digital payments
MS Dhoni-led push highlights simplicity, safety and instant transactions
MUMBAI: BHIM Payments App has launched a new nationwide campaign titled Mahi Way, aiming to reinforce its positioning as a simple, secure and dependable digital payments platform.
Developed by NPCI BHIM Services Limited, the campaign taps into India’s trust-driven relationship with money, highlighting ease of use and safety as key drivers for digital adoption. At its centre is brand ambassador Mahendra Singh Dhoni, whose calm and no-nonsense persona mirrors the app’s promise of fuss-free transactions.
Built around the line ‘BHIM App se karo pay, it’s the Mahi Way’, the campaign captures everyday payment dilemmas where users are faced with multiple options but ultimately gravitate towards a reliable choice. The films spotlight BHIM’s scan-and-pay feature, alongside instant rewards, to underline speed and convenience in daily transactions.
NPCI BHIM Services Limited managing director & CEO Lalitha Nataraj said, “In India, trust continues to play a defining role in how people adopt and use digital payments. As adoption deepens, users are looking for simplicity and trust, along with the assurance that every transaction is safe and secure. Our new campaign, ‘Mahi Way’ reflects this behaviour where payments happen without confusion or delay, on a platform that users can rely on.”
Conceptualised by Tilt Brand Solutions, the 360-degree campaign will roll out across television, digital platforms, cinemas and outdoor media. The flagship film will run in a 25-second format, supported by shorter edits for digital and social platforms to ensure high-frequency visibility.
Adding a layer of inclusivity, the campaign will be available in 11 languages, spanning Hindi, English and several regional languages including Marathi, Tamil, Telugu, Kannada, Malayalam, Bengali, Gujarati, Odia and Assamese.
Tilt Brand Solutions president and head of creative Kushager Tuli said, “With Mahi Way, MS Dhoni is shown in a more everyday context, not just as a cricketing icon, but as someone who reflects calm and clarity in simple decisions. The campaign brings this into real payment situations, making them feel intuitive and effortless.”
With a familiar face and a clear message, BHIM’s latest push aims to make digital payments feel less like a choice and more like second nature for users across the country.
