The Story of how Mobile penetration allowed projects like ‘Paison Ki Paathshaala’ to reach rural and semi-urban communities across India, delivering rich, informative content and adding heaps of value to their lives.

1. presents

3. CASE STUDY – PAISON KI PAATHSHAALA
A MOBILE LED FINANCIAL LITERACY PROGRAM
(June 2015 – April 2016)

4. Onboard with Going to School
As a step towards financial inclusion, MobilArt and New Delhi-based Going to
School (a not-for-profit trust which works to educate and train youngsters
through story-telling) have kick-started a 360-degree mobile solution for financial
literacy named, ‘Paison Ki Paathshaala.’ It is a mobile campaign effective
across platforms such as SMS, OBD-IVR and a microsite. First launched on July 1st,
2015, the campaign is live in four cities, namely Mumbai, Pune, New Delhi and
Chennai. It airs twice on all weekdays in regional languages on 101 Vividh
Bharati for a duration of 5-15 minute.

5. The Story of how Mobile penetration allowed projects like
‘Paison Ki Paathshaala’ to reach rural and semi-urban
communities across India, delivering rich, informative content
and adding heaps of value to their lives.
Paison Ki Paathshaala: Success Story

6. Paison Ki Paathshaala: Success Story
Paison Ki Paathshaala is a high-impact infotainment solution to a subject that is
considered dull and uninteresting. So, our efforts from the very beginning were
focused at creating a solution that is easily-digestible, engaging, shareable, and
memorable story-like format. Paison Ki Paathshaala is the convergence of
education and entertainment. For instance, the IVR platform features radio shows
on financial subject, brief topical chapters titled as Paison ki Tippani, as well as a
mechanism that enables users to register their queries, duly answered by the Going
to School team.

7. OBJECTIVE
1. To spread financial literacy among men and women in the lower income groups
(SEC C and D – covering petty traders, skilled and unskilled workers with minimum 5-9
years of schooling and basic literacy, earning less than 10,000/- per month between
the ages of 16-34 yrs)
2. To present important financial education via infotainment content tools.
3. To create an easily accessible platform for content consumption on Mobile
platforms. To ensure that the platform’s usage is largely independent of user’s mobile
wallet size, language limitations, mobile internet connectivity and strength.

8. MobilArt proposed a 360 degree mobile solution for ‘Going to School’s financial
literacy initiative called ‘Paison Ki Paathshaala’ a mobile campaign spread across
SMS, OBD combined with IVR and Microsite. Paison Ki Paathshaala is our infotainment
solution to a seemingly boring subject, yet we believe that any and all knowledge is
shareable if presented in an engaging, catchy and memorable story format. Paison Ki
Paathshaala is that space where education meets entertainment.
Solution

9. Infotainment content
 Entertaining 5 minute topic
specific capsules
 Character driven episodes
with featured guests
 Catchy Viral Content
OBD/IVR
SMS
Microsite
 Content rollout plan
with annual syllabus
Content
Programming
 To drive traffic
towards mobile, all
communication leads
to information on
mobile platforms
Base Platform
 Multi-Language Access
 Region Sensitive Content
 GTS Operator Assistance
 24/7 free Infotainment
Radio & Syllabus Content
 Special SMS
Syllabus
 Free
Subscription
 SMS Quiz
Radio Content
Quiz per syllabus
with Gratification.
Downloadable &
Shareable Audio
Content
Infotainment

10. Paison Ki Paathshaala
• PKP is a mobility product spread
across three mobile platforms. The
product is modeled on the
financial literacy syllabus shared by
GTS and promoted on their radio
show. On SMS and OBD, PKP is a
free subscription based service that
users can follow to gain topic wise
knowledge on financial planning
over a period of time.
• Platforms of Consumption:
• SMS (1 way SMS for promotion & 2
way SMS for subscriptions)
• OBD IVR SYSTEM (toll free, call back
6 minute topical educational
capsules)
• MICROSITE (Quiz contest, Audio
content, Infotainment)
SMS
•Money ki
tippani
(Tips/Trivia)
•Paise ka
sawaal (Quiz -
winner will be
gratified)
•Unsubscribe
OBD
•Radio Show
•Money ki
tippani
•Voicemail
MOBILEMICROSITE
•Quiz contest
•Winner will be
gratified
•Downloadable
Audio content
per Syllabus

11. We released a textual version of the same
syllabus that was relayed on radio. SMS
subscriptions helped users gain
information on topics week by week. Over
40 topics were covered in a duration of 8
months with total 36,000 unique
individuals subscribing on sms.
To learn about
recently launched
aadhar-based
diesel subsidy give
a missed call to
8550937744 or sms
start PKP to 79xxxxxx
8550937744
PUSH SMS SUBSCRIPTION

12. SMS tips
Tips/Trivia on
each of the
topics like
Banking, PAN
card,
Budgeting and
so on are sent
everyday.
There is SMS
quiz which
plays after 4
days of each
topic.

13. Welcome to PKP
Dial 1 for Radio
Dial 2 for
Money ki
Tippani
Dial 3 for
Voicemail
The user is offered to choose between listening to the Radio, Money ki
tippani or record their query on a Voicemail
The content on the financial portal gives user information about Banking,
Budgeting, Investment and more such finance-topics decided by Going to
School.
Basic Banking Audio
ClipsPart 1 Part 2
OBD CALL FLOW

14. • The microsite, radio.goingtoschool.com,
helps subscribers take quizzes per chapter
which helps them gauge they have
understood the content correctly with the
help of Tips/Trivia and OBD content. Other
than Quizzes, it also comprises Info and
Audio shows. Each of them accompanies
information and Radio/Tippani on each
chapter and the subscriber can download
them to his phone if he likes. The Microsite is
visible in three languages – Hindi, Marathi
and Tamil.
• Not only are we extremely grateful to be
part of a project that effects ground root
change, but also one that makes much
needed financial knowledge accessible
across the length and breadth of our great
nation. More than 600 listeners called on
the first day of our Mumbai broadcast on
July 1; and MobilArt hopes to serve ever-
larger numbers in the coming quarters.
Microsite

15. Paison Ki Paathshaala
• Type
radio.goingtosch
ool.com and
answer maximum
questions to win
exciting prizes.
• The Microsite, like
SMS and OBD will
be launched in 3
languages –
Hindi, Marathi &
Tamil

16. Final Impact Analysis
Sno Platform Reach Impact
1 Radio 40 Lac Listeners 40,000,000 Reached
2 Mobile SMS 2 Cr SMS sent 40,000 Subscribers
3 Mobile IVR
Available in Maharashtra,
Bihar and Tamilnadu 6000 Calls per month
4 Mobile Site Pan India Availability
Average 30 GB of Data
downloaded per week, Total 300
GB of data downloaded during
campaign lifetime.
5
Awards &
Recognitions 2015
Wall Street Journal Award for
Financial Inclusion conferred in
October 2015 in Hong Kong.

17. End