Mahindra Finance launches a digital campaign

Mahindra & Mahindra Financial Services Limited, (MMFSL), part of the Mahindra Group, and one of India’s leading Non-Banking Finance Company, today launched a campaign - ‘Money Gyaan se Jeevan Asaan’ - to spread public awareness about financial matters. The campaign is targeted to rural and urban masses across the country.
The campaign, through a series of three videos features a fictional character called ‘Money Babu’. The character educates consumers around key financial aspects including borrowing responsibly, being aware of EMI payment frauds and usage of government’s financial support schemes.
This financial literacy public awareness campaign is a part of Mahindra Finance’s CSR initiative. The NBFC aims to enhance financial awareness levels amongst individuals and communities in rural as well as urban parts of the country.
Anand Dubey, Head-Marketing, Mahindra Finance mentioned, “We are pleased to launch our public awareness campaign ‘Money Gyaan se Jeevan Asaan’ which highlights the importance of being financially literate thereby ensuring peace of mind. It has been developed around interesting consumer insights and the core message is delivered in an endearing manner. At Mahindra Finance, we strive to educate consumers on finance related aspects, and we believe that this campaign will enhance their understanding, allowing them to make informed choices”.
The creative agency behind conceptualizing the campaign is ‘Social Beat’. The videos have been produced by Eight MM Films. This campaign is currently live on Digital and Social Media platforms.

1. Borrow Responsibly: In the first film, Money Babu urges consumers to take loans according to one’s financial capacity and not go overboard. He also insists consumers to repay the EMIs on time thereby ensuring peace of mind.
2. Beware of Fraud: In the second film, Money Babu goes on to educate viewers about EMI related payment frauds. He urges consumers to beware of fraudsters who are constantly luring consumers by offering various discounts or offers via fake links and QR codes. The video aims to highlight this critical issue and urges consumers to safeguard their funds by being vigilant.
3. Avail MSME Government Schemes: The third video voices the lack of information that Indian masses have about various government schemes for financial assistance of micro and small businesses. Money Babu explains one of the government’s credit guarantee scheme for Micro and Small Enterprises and how it helps in the growth of small businesses.