In 2014, Emirates NBD introduced DirectRemit, a product that enables people to transfer money to India in 60 seconds for free, through the bankâ€™s digital channels.
And we communicated it in a way that most Indians could relate to picking an untapped Indian cultural phenomenon: Soap Operas â€“ that drag on!
We showed Indian audiences how money transfers with DirectRemit do not have to drag on as long as soap opera scenes do.
Number of money transfers/month: +318%
Money transfer value/month: +342%
Number of total remittances/month: +614%
Total remittance value/month: +364%