Postpe lets instant plans come to fruition

BharatPe has rolled out a campaign for its buy now, pay later (BNPL) product postpe. This film is a part of its previously launched ‘de dena araam se’ (give easy) campaign. 

The film features two men - one who is stuck in his monotonous life, not knowing how to break away from it, using traditional payment modes, and the second who is leading a smarter life with postpe. The film showcases a myriad of ways in which postpe makes the life of the protagonist better, thereby positioning it as a smarter choice for new-age customers. It aims to create awareness about the various use-cases of postpe and highlights its instant approval feature. 

Parth Joshi, chief marketing officer, BharatPe, said, “Consumer credit in India is highly underpenetrated and limited to very few categories. It, thus, becomes important for us to evangelise the category and educate consumers on why they should switch to ‘Buy Now Pay Later’ and bid adieu to traditional payment modes like credit cards. With this aim, we have launched this film to drive category adoption as well as enable growth for our product.”

Joshi added, “postpe was launched with the objective of democratising credit for everyday purchases, and not just limiting to big-ticket buys. The product has been a runaway success with over 3.6 mn downloads, monthly TPV of INR 370 crores and loan facilitation of INR 1200 crores - all in a matter of six months. With the latest campaign around the theme ‘de dena aaram se’, we have weaved in various use cases of postpe to demonstrate the universal usage of the product across QR, POS and online. I believe that the TVC will strike a chord with the GenZ and millennials and help fuel the growth of postpe and BNPL in India.”

The campaign went on air on 9 May 2022 and will run for an-eight week period across entertainment, sports and news channels, OTT, youth platforms and social media.