Paytm has rolled out a campaign titled ‘Give it back, by paying it back’, to highlight how an unsolicited monetary favour can be paid off by just the click of a button. Conceptualised by Dentsu Impact, the film features actor Harleen Sethi as the protagonist.
The film is set against a bar, where Sethi walks in to greet her friends with a selfie. The bartender then offers gives her a drink, stating that it was sent to her by the man across the counter. When she looks at him, he raises his glass to her. She then greets him and asks for his number, which he gives away without hesitation. She then uses Paytm to send him the money for the drink he got her. On receiving the payment, he looks at his phone in surprise, and she walks away saying cheers.
Anupama Ramaswamy, national creative director and managing partner, Dentsu Impact, said, “Giving it back, by paying it back makes the intent of this campaign palpable for both women and men. The New Year campaign demonstrates how it pays to challenge the conventions of how we think of finance and gender. And any challenge to the traditional way of accepting things makes the brand and the message it conveys modern and aspirational, striking a chord especially with a younger generation.”
Agency: Dentsu Impact
Managing partners: Anupama Ramaswamy, Ajit Devraj
National creative director: Anupama Ramaswamy
Films head: Suprotim Day
Group creative director: Monish Gupta
Creative director: Vedansh Kumar
Films team: Aamir Khan, Kriti Khandelwal, Swapnil Kulkarni
Account management: Hindol Purkayastha, Sheeraj Sengupta