Campaign Thought

To ease the fintech disruptions of Bank of Bhutan into the culturally sensitive and technologically primitive kingdom, the products were humanized and spoke the local language. The Bank’s new brand voice said ‘Joenpalekso’meaning ‘You’re Welcome’ & the mobile wallet was branded as ‘Chharo’ meaning friend!

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Marketing Funnel

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Awareness

The Chharo mobile wallet app was humanized and given a friendly local form and communicated through a teaser and integrated launch campaign.

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Consideration

The humanized app avtar was used to communicate the various product features and benefits

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Action

TPOS was employed on Bank website and at retail kiosks for offering assistance with downloading and understanding functionalities