Paytm has rolled out its latest brand campaign that coincides with the start of the IPL. The campaign has been conceptualised by McCann Erickson.
The simple film is a collection of human stories interweaved with the product to showcase Paytm’s offerings. These includes a brother depositing money into his angry sister's account after he hurriedly leaves a rakhi ceremony. In one instance, a mother’s phone is recharged by her son in the army so that they could finish their talk. Another features a wife using the app to recharge her
DTH service so that her husband can continue to cook while watching a cookery show. A taxi driver asks his customer to pay him using Paytm, when he doesn’t have change. A last slice of life highlights the application's capability to engage in bargain-based shopping. A woman buys a bag from the comfort of the home but with the benefit of discounted price.
The film ends with a super of a phone that displays the application's features.
The film is accompanied by a song that guides viewers through the narrative
and features of the app.
Shankar Nath, senior vice president, Paytm, said, “The one minute long commercial knits together the multiple services (mobile wallet, mobile and DTH recharges, money transfer and online shopping) that we provide to make life simpler, easier and hurdle-free for our customers. The TVC dovetails perfectly with our objective of making everyday life simpler for a vast majority of Indians. We have attempted to illustrate our solutions through a warm, slightly emotional narrative and are confident that it will resonate well with our audience. We already enjoy a significant goodwill among our users and our marketing initiatives on IPL will help in establishing us even more as credible, mass and consumer friendly brand.”
Kapil Batra, senior creative director, McCann Erikson, added, “With all the features Paytm has to offer, there is but one word to describe it: 'awesome'. We wanted people to discover all the awesome things they can do with Paytm. Even though there was a lot of information to be shared, we made sure this ad didn’t end up becoming an infomercial. To do so, we blended Paytm’s transactional aspect with the real human emotions attached to them.”
The campaign would be supported by radio, outdoor and other media.
Creative agency: McCann Erickson
NCD: Prateek Bharadwaj
ECD: Kapil Batra, Anshul Sharma, Gourav Verma
Films division: Jeet Kalra
Account management: Surojit Dev, Subhash Kumar, Sushant Thakur