Fintech startup Aspora recently concluded a citywide campaign that caught the attention of residents across Dubai.
The “Cashpora trucks” initiative highlighted the cost of remittance fees faced by the global Indian community.
Citywide awareness drive
The campaign featured trucks filled with paper, symbolizing the billions of dirhams lost in global remittance charges each year. These trucks travelled through major areas such as DIFC, Downtown Dubai, Bur Dubai, Karama, and Deira, carrying the message: “It shouldn’t cost money to send money.”
Thousands of residents interacted with the activation by taking photos and joining on-ground activities. Participants also had the chance to win exclusive cricket merchandise signed by former Indian cricketer and Aspora brand ambassador Yuvraj Singh.
The campaign, which ran throughout September, was also active online. Fans shared photos of the Cashpora trucks on social media platforms like Instagram and LinkedIn using the hashtags #Aspora and #CashporaTruck, generating strong engagement and conversations around hidden transfer fees.
On cricket matchdays, the branded trucks appeared around Dubai Sports City, engaging with the city’s large cricket-loving Indian expatriate community.
Aspora was founded by Parth Garg, a Stanford dropout raised in Abu Dhabi. The fintech platform focuses on providing zero-fee money transfers to India at exchange rates matching Google’s rates, ensuring more of each transaction reaches recipients back home.
Through the Cashpora campaign, Aspora aimed to raise awareness about fair and transparent remittance practices, drawing attention to the true cost of international money transfers.
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