Paytm launches new brand campaign on IPL. Sets marketing budget of Rs. 500cr for the year

Paytm, India’s largest mobile commerce platform, announced today the launch of their new brand campaign on IPL. Through this brand film, Paytm aims to reinforce their position as the leader in the mobile commerce space. The outlay for this marketing campaign is in the range of Rs 50 crores, where Paytm is an associate sponsor on Sony and is also the official partner of Mumbai Indians.

The campaign is led by TV and the thematic film tries to establish Paytm as the simpler, more convenient solution to a significant number of slice of life, everyday situations. It weaves together an interesting narrative of the broad range of services such as mobile wallet, mobile and DTH recharges, money transfer and online shopping that Paytm provides. The campaign would be amplified through radio, outdoor and other media vehicles.

McCANN is the creative agency on the account, and Pushpinder Singh directs the TVC while Flying Saucer is the production house. McCANN was recently appointed as the agency on Record (AOR) for Paytm and would be handling the creative account for Paytm going forward. 

The ad begins with a rakhi scene in which a brother surprises his sister by transferring money in her Paytm wallet after the ritual. Next comes the scene where a husband is in the middle of preparing a dish for his wife by taking tips from a TV show, when suddenly the show stops as the DTH recharge gets over. This is when his wife activates the recharge through Paytm and the cooking continues. A homesick son, going to the war front, brings a smile on his mother’s face by sending her a mobile recharge through Paytm, making sure distance doesn’t separate them. A passenger transfers money into the Paytm wallet of his taxi driver as he doesn’t have change, showing the convenience of money transfer in a last minute situation. Lastly, the TVC ends with a lady bargaining while shopping online and making the purchase at the price of her choice, which again is another crucial feature that Paytm offers.

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.”

Paytm’s app regularly features among the top 5 apps in the country, and is currently the no 2 most popular app on Google Play and Apple store. Paytm is well on its way to establishing itself as one of the most eminent brands in the country.

Kapil Batra, ECD - McCANN said “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. And in the process turned Paytm as a new way of life.”