Campaign India Team
Oct 15, 2015

PayUmoney promises savings, urges consumers to make it a habit

Watch the ad film conceptualised by Leo Burnett here

PayUmoney has rolled out a TVC around the theme ‘#FaydeKiAadat’. The ad film has been conceptualised by Leo Burnett. 
The ad film is set in the waiting area outside an operation theater where a man is trying to book a flight from Bombay to London. As he happily swipes away, getting closer to finally paying, a fully bandaged arm strains out to reach the screen, trying to touch thePayUmoney option on it. The man holding the phone is startled. The patient in a wheelchair, covered in bandages and a plaster cast all over, questions ‘Abhi tak PayUmoney ki aadat nahi daali kya?’ (Have you still not become habituated to using PayUmoney?) The man looks on puzzled. A voice over comes into play explaining the many options for using PayUmoney. The film ends with a super and voice over: ‘PayUmoney. Fayde ki aadat’ (PayUmoney. The habit of benefit).    
Nitin Gupta, CEO and co-founder, PayUmoney, said, “One among a series of campaigns that we wish to unleash, with #FaydeKiAadat we uphold the use of our online payment solution, as a safe, easy and rewarding habit. We want to encourage the avid Indian online shopper to use PayUmoney, and continue to make online payment with his preferred mode of payment – be it credit card, debit card or net banking and save a guaranteed 1 per cent, in addition to all the benefits from the preferred mode of payment. Simply put, online shoppers don’t need to drastically change their existing online payment habit, rather just modify it a little by choosing PayUmoney first for additional savings."
Prabhakar Tiwari, CMO, added, “For Indian online shoppers, a mention of savings would always trigger interest and create engagement. While entire e-comm world is focused towards getting the online shopper to spend more on the promise of ever highest ‘discounts’, PayUmoney believes it’s the benefit of savings, which creates long term value for online shopper. Though the shift looks simple and more like a word play, but therein lies its magic.  Hence we have decided to give guaranteed uncapped 1 per cent saving on all the online purchases made through PayUmoney across any segment. We want PayUmoney to be the most often used brand trusted by consumers to make online payment. So go ahead and get hooked on to your #FaydeKiAadat today!"
Client: PayUmoney
CEO and co-founder: Nitin Gupta
CMO: Prabhakar Tiwari
Creative agency: Leo Burnett
Campaign India

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