CONCEPT NOTE

Life is full of unpredictability and so are our expenses. Hesitatingly, we end up digging into our savings at the end of every month. The aim of this campaign was to position CASHe as the instant solution for instant cash needs. Hence, the common denominator would convey a modern solution to a modern problem. Relatable situations such as a bike malfunction, a broken laptop and late appraisal were thought of to increase brand recall value and instantly connect with our viewers. Each film started with a simple question and presented the common denominator at the end. For instance, what's common between your laptop and you? They are both broke. This digital campaign established the brand as a go-to solution for youngsters and their money woes.