Campaign India Team
Apr 08, 2019

Talkwalker’s Battle of the Brands: Paytm Vs PhonePe - Part 1

A weekly section on brand chatter in the social space

Talkwalker’s Battle of the Brands: Paytm Vs PhonePe - Part 1

Another week means another battle of brands. In the boxing ring today are two household names in India – PayTm and PhonePe. Both offer alternative options to paying for goods and services. In an increasingly digital India, both are very relevant. Moreover, PhonePe seems to have brought out the big guns with their newest ad campaign featuring Aamir Khan – the fight is just getting interesting!

Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyzes the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.

Mentions: Looking purely at mentions, it seems like PayTm is majorly winning this round. They have 10x the number of mentions as PhonePe in the last 30 days, with 188.5k Mentions. Despite PhonePe’s massively popular campaign – where they actually take a sly dig at Paytm using PayTm’s font, colors and themes. At one point they also show a mockup of an app which looks like Paytm – but with a twist. The app is not user friendly, and quite obsolete.  But PayTm’s massive number of partnerships means that way more people are talking about it than PhonePe.

Unique authors and influencers: We did a quick lookup of both services on Twitter (because India loves to share opinions on Twitter!) and out of the top 10 influencers only 2 talk about PhonePe. Also PayTM has 10.3K unique authors ( in other words 10.3k different accounts) talking about it versus PhonePe’s 1.4k. Aamir Khan of course champions PhonePe since he plays Daddu in their #DadduGublu campaign.

(Next week: Who do they engage with and who wins.) 
Campaign India