From Dubai to Delhi in 60 seconds

In 2014, Emirates NBD introduced DirectRemit, a product that enables people to transfer money to India in 60 seconds for free, through the bank’s digital channels.

And we communicated it in a way that most Indians could relate to picking an untapped Indian cultural phenomenon: Soap Operas – 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%

Credits

Tahaab Rais, Head of Insights and Strategic Planning
Spiro Malak, General Manager Business Unit
Sameer Islam, Senior Strategic Planner
Vicky Kriplani, Account Director
Josephine Younes, Associate Creative Director
Nayaab Rais, Associate Creative Director
Layan El Hafi, Account Manager
Erna Redzepagic, Account Executive