Mobikwik Adds New Users Via Its Friendship Contest #HarEkFriendKaminahotaHai

This Friendship week, online wallet service Mobikwik has launched #HarEkFriendKaminahotaHai contest, where participants need to sign up their friends from Facebook to win wallet recharges

MobiKwik Facebook

The online wallet space is getting increasingly competitive in India. As the country is experiencing a massive growth in the use of mobile phones in Tier 2 cities, it also boasts of the largest youth demographic than any other in the globe. Although internet penetration is only 15% in the country, the use of internet is being increasingly encouraged in all aspects.

The scenario demands tough business objectives to encourage user adoption, especially in new markets like online wallet services.

Online wallet service, Mobikwik that lets you instantly recharge your mobile phone in addition to your data cards, your landline, electricity, insurance, gas bills and your DTH (Direct-to-home) recharge, has launched a friendship day campaign with the sole objective to boost Mobikwik users.

The contest has been titled with an interesting Bollywood- inspired name “#HarEkFriendKaminahotaHai”. The deal is this – you invite the maximum number of your Facebook connections to sign up with Mobikwik and you could have Rs. 5000 credited to your Mobikwik wallet!

While the top kamina to be ranked #1 in the leaderboard by 10th August would walk away with the grand prize of Rs. 5000 credit, kaminas ranked from 2nd to 10th will get Rs 500 worth of credit each. For new users who have to sign up on Mobikwik through this contest, there is a Rs. 10 immediate wallet recharge. However, this is applicable to only the first 5000 users.


To participate, you connect through the contest microsite via your Facebook account, and a Mobikwik account is created for you after you share your mobile number and submit the one-time password you receive via SMS. User id is the same as the email you signed up for your Facebook account.

I did this and became a Mobikwiker with Rs. 0 in my wallet balance. I invited my friends, who then received a message and underwent the same procedure. We all became Mobikwikers with Rs. 0 balance.

The contest microsite displays the Leaderboard with the top rankers and an ‘About’ link that takes you to the Mobikwik website.

On Twitter, the online recharge and payments site has got even more aggressive. One has to retweet their tweets in addition to taking part in the tasks. The more the number of RTs received, the more the number of winners in the contest.

The interesting bit is that you are not eligible for the prize unless you fill a Google doc form with a) your email id registered with Mobikwik, and b) your Twitter handle. This ensures participants on Twitter sign up on Mobikwik and further boost user numbers.

Posts on Mobikwik’s Facebook page are inviting existing users to tag their friends not on Mobikwik, for a chance to win Rs. 500 wallet recharge.

Boosting Mobikwik users via social media

For a campaign that aims to clearly boost Mobikwik users, ‘Har ek friend kamina hota hai’ is just right and timely. It leverages Friendship week to get Mobikwik users as well as non-users to sign up on the service and get along their friends from their social networks too. While existing users stand a chance to walk away with wallet recharges, new users are signed on to the site by way of the contest. Relevant gratification will further boost usage of the site for their online recharges and payments.

The choice of Facebook login in the campaign has ensured Mobikwik reaches out to the most popular social network in the country, and thus to the youth – the consumer segment which is most likely to use its recharge services. It would be interesting to know how many new users have been created on Mobikwik via this campaign.

But, on the longer run, it would be the security and convenience of using Mobikwik that would drive users to the site, in comparison to competing online wallet sites, what do you think?