India Post Payments Bank (IPPB) Launches 'Cash Do Cash Lo' Campaign to Boost Transactions
The India Post Payments Bank (IPPB) has launched a new three-month campaign, 'Cash Do Cash Lo', starting from February 1, 2025. This initiative is aimed at encouraging cash deposit and withdrawal transactions at access points while rewarding customers for their participation. The campaign is designed to enhance financial inclusion, improve cash availability, and reduce the burden on AePS issuer transactions.
Campaign Overview
Name: 'Cash Do Cash Lo' Campaign
Duration: Three months (February 1, 2025 – April 30, 2025) with monthly reviews
Objective: To incentivize cash transactions at access points for IPPB customers
Reward Structure
For End Users
Eligible customers will receive rewards based on the following criteria:
Cash Deposit: Maximum two transactions per customer per month
Cash Withdrawal: Maximum two transactions per customer per month
Minimum transaction amount: ₹1,500 per transaction
Note: Any fraudulent transactions or malpractice will lead to disqualification and disciplinary action.
For IPPB and DoP Officials
Officials at various hierarchical levels within the Department of Posts (DoP) and IPPB will be rewarded based on improvement in their transaction numbers. The rewards will be provided in two categories:
Percentage Improvement Category:
Minimum 50% growth from the base number.
Top-performing regions, branches, divisions, and circles will be felicitated.
Absolute Number Improvement Category:
Minimum incremental monthly transactions required per category.
Top-performing teams will be rewarded with cash incentives and recognition.
Performance Measurement
The Base Number for each branch/division will be calculated based on average monthly transactions recorded between April 1, 2024, and December 31, 2024. Performance improvement will be assessed based on this baseline.
For example:
If a branch had an average monthly transaction count of 3,800 during the base period, it must achieve:
5,700 transactions per month for percentage-based rewards.
4,800 transactions per month for absolute growth-based rewards.
Benefits of the Campaign
Encouraging Cash Deposits
Increased CASA deposits, leading to higher float income for the bank.
Better liquidity for end users to facilitate withdrawals for other customers.
Promoting Cash Withdrawals
Meeting customers' cash withdrawal needs, especially for DBT disbursements.
Reducing AePS issuer transactions, thus lowering interchange fees for IPPB.
Improving customer service availability, ensuring fewer denied transactions.
Important Guidelines
Strict monitoring at all levels to prevent fraudulent transactions.
Audit compliance before releasing rewards.
If there is no reduction in AePS issuer transactions at access points, incentives may be withheld.
The campaign will be evaluated monthly, and continuation will depend on its success.
Conclusion
The 'Cash Do Cash Lo' Campaign is a strategic move by IPPB and DoP to enhance cash transactions, improve customer convenience, and strengthen the financial ecosystem. With a structured incentive system and rigorous monitoring, the initiative is expected to drive growth in transaction volumes while fostering trust in banking services at the grassroots level.
Stay tuned for updates and results from this exciting campaign!
