BharatPe - Rohit Sharma and KL Rahul | Case Study | Boost App Downloads
🚨 The Challenge
Strengthening stakeholder relationships with small business merchants and empowering their businesses
BharatPe is not just a QR Code company, but a financial services company that helps manage and enhance financial transactions for their partners and stakeholders across the country.
In India, small and local businesses are the backbone of our economy. They bring life to the streets and provide essential goods and services to the communities. But they face challenges in promoting themselves and attracting customers. Plus, with the rapid emergence of digital and ecommerce companies who have the resources to make popular personalities the face of their brand, small and local businesses struggle to break even – especially during the festive season.
BharatPe set out to change this narrative.
🟢 The Solution
BharatPe’s 'My Shop My Ad' campaign, a first ever one of its kind campaign in the fintech industry, had a simple vision – to empower tens of thousands of offline merchants and kirana store owners in India to showcase their business and stand out in a crowded marketplace.
With the BharatPe app, any merchant in India could create their own personalized ads featuring popular cricketers – Rohit Sharma and KL Rahul of India’s Men’s International Cricket Team and in a language of their choice.
The process to generate these ads was simple and straightforward.
- Merchants go on the BharatPe app and visit the ‘My Shop My Ad’ section
- They could then submit their business details like shop name, contact, and business category to get started
- Next, they could upload a picture of their shop facade in portrait mode and voila!
With pictures of their storefronts as video backgrounds and audio in 4 different local languages including Hindi, Tamil, Kannada, Telugu and famous cricketers as the face of their stores, the campaign not only helped merchants attract more customers during the festive season but also strengthened BharatPe’s relationship with these key stakeholders.
“This initiative will empower the next-door retail shop owners to have their own customized advertisements with famous cricketers and in turn, be able to attract more customers to their shops. I am confident that this initiative will have a positive impact on their business. We tried this with a limited set of merchants in the pilot phase and the response has been overwhelming.” - Parth Joshi, Chief Marketing Officer, BharatPe
🎯 The Results
The 'My Shop My Ad' campaign delivered big numbers.
- 140,000 ads were created in total
- 109,000 of these ads were unique merchants
- Campaign rounded off with 94,000 share button clicks and
- Merchant experience score of 4.5/5
It drove referrals resulting in app downloads, incentivized transactions on the BharatPe app, and increased NPS amongst merchants.
And yet, the real achievement of the 'My Shop My Ad' campaign is the impact it's had on the community – empowering small shop owners and giving them a voice to make a real difference.
“It has been a wonderful experience working with the team at Rephrase.ai for the campaign and we look forward to creating more personalized campaigns for our merchants in the near future, as we continue to stay committed to our vision of empowering millions of offline merchants and kirana store owners in the country.” - Parth Joshi, Chief Marketing Officer, BharatPe
