APB has been striving to serve the rural LMI segment with innovative product offerings. It designed the “Bharosa” (trust) account specifically to attract small savings from rural women. However, the customer footfall in APB’s agent outlets did not rise as expected. With women mostly indoors and busy with household chores, APB’s current communication strategy proved inadequate to relay the product features effectively to this target segment.

MSC helped APB design communication that could nudge rural women to open Bharosa accounts and start small savings at its agent outlets.