Aim
According to Landor, the guiding principle of Movida was to be an end-to-end solution provider for banks, making their task easier while offering customers a convenient mobile payment service that would eliminate the need for a credit card—something that many Indian consumers do not have access to.
Execution
The challenge was that the service would be in competition not just with other mobile payment brands, but with all forms of payment. The goal was to present Movida as a new form of currency with the potential to change people’s attitudes to money: that in a connected world, it should be as fast and flexible as people themselves.
Landor positioned the brand as the ‘currency of freedom’: freedom from geographical limitations and ATMS, with the ability to make seamless transactions.
The name ‘Movida’ was a conjunction of ‘mobile’ and ‘vida’ (meaning ‘life’ in Spanish), and the acronym ‘monetise + Visa = dependable access’. The brand identify was inspired by currency symbols including that for the new rupee. The double yellow lines were designed to represent the service’s speed and simplicity, with the colours an acknowledgment of the Visa brand.
Results
Movida declined to share metrics. However, the company recently signed an agreement with HDFC Bank to introduce an innovative mobile payment service that enables HDFC customers to pay bills, top up prepaid airtime and buy tickets from their mobile phones.
