Lowfundwala Communications:creating "Asli" brand films-adding value to clients

startupLowfundwala Communications, the media start-up firm that is fast emerging as the preferred partner for brands with mandates for video content pieces and campaigns, has come with a unique branded film campaign for Instarem.com, storifying the user-journey from saving monies on FX Rates to #DoMore with their savings. Lowfundwala Communications, a Mumbai-based creative film-communications start-up, has carved a niche for itself within a short span. With its basics in place, the company has been able to come up with ideas across the creative spectrum, building brand-narratives across sectors with a uniquely creative process. Its recent campaign - #DoMore, for its client Instarem.com, a remittance mobile app platform, received an overwhelming response for its quirky and humorous approach to crafting the brand’s message.Instarem.com provides overseas money transfer / remittance services to expats and businesses, enabling them to send money from Australia, Singapore, Hong Kong, Malaysia, EU, India, USA and Canada to 55+ countries across the world. The USP of the app is that it doesn’t add margins, therefore doesn’t earn from FX rates. Instead, InstaReM clearly displays and charges a processing fee for the FX transfer which is what makes up a major chunk of InstaReM’s earnings. InstaReM offers complete transparency to the end-user.

Speaking on the creative, “Kashyap Swaroop” of Lowfundwala Communications said,

“#DoMore, as the hashtag suggests, helps the users of Instrarem save money, hence do more with that money. Every action has intent behind it. to #DoMore in life is a typical Instarem user’s intent. We had to keep in mind that in the remittances space, customer loyalty is least expected due to multiple reasons, ranging from assurance to security to trust to savings. A typical FMCG product’s proposition is relatively easy to explain, which is why a plethora of emotion-driven routes can be explored to explain their propositions. In the non-banking financial sector, products are generally trickier to explain, since a lot of thought goes into the buyer’s decision. The film-series had several key communications, which we’ve integrated into stories through the lens of humour. The set and setting both assume the role of a character in our films, making the films funny, informative yet relatable.”

How it was achieved: The team at Lowfundwala delved deep assimilating the problem faced by its client, the ask of customers and the marketing objective of the visual communication in the long run. After much thought into the requirement, the team quickly put together a theme that addressed the necessity of the client and stakeholders.

The result was a visual creative that spoke about the brand, its DNA of being fair and transparent, helping customers save money on overseas remittance, therefore #Domore for themselves and their families.

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