Behavior change communication to encourage the use of agent banking among rural LMI women—Airtel Payments Bank

• by MSC
• May 16, 2022
• 1 min

Behavioral messaging can nudge difficult-to-penetrate segments. However, designing a clear, simple, and powerful ATL communication for the LMI segment is difficult. This video looks at one such initiative by Airtel Payments Bank and how it has affected the awareness level of its target customers.

While rural CICO agents may have various offerings, a weak client communication strategy often fails to highlight these offerings to potential customers. As a result, the product uptake at these agent points remains low, hurting their incomes. Airtel Payments Bank, a scheduled payments bank in India, had tailored its Bharosa account to suit the small savings needs of its rural clients. However, its agents could not get the required footfall in their outlets due to low client awareness. To solve this, Airtel Payments Bank sought MSC’s support to develop a client communication message that focused on behavioral communication around small savings. It was piloted in a rural area where the bank had planned to expand its operations. This video takes you through the entire journey of this pilot. It looks at the behavioral communication design process, the results of the pilot exercise, and some critical sectorial lessons it offered.