"Yes I Get It. Small Deposits Do Make Sense." - Lessons From a Pilot With Airtel Payments Bank on Client Communication

A weak client communication strategy leads to low customer awareness of the offerings of rural cash in, cash out (CICO) agents. As a result, the product uptake at these agent points remains low and hurts their incomes. MSC developed a client communication message focused on behavioral communication around small savings. The message was piloted in a rural area where Airtel Payments Bank (APB) had planned to expand its operations. The pilot results show that women who heard the audio clip saved 54 times more than women from similar geographies whom the message did not reach. This slide deck charts the journey of this pilot.