Paytm positions itself as an enabler with emotion driven IPL 2019 campaign
With its emotionally-appealing new brand campaign, Paytm, India’s largest digital payments company, is showcasing how technology can be a potent ‘enabler' in people’s lives. The new brand idea ‘Kisi Ki Life Ka Paytm Bano’ nudges Indians to embrace technology to help each-other and at the same time also become an enabler of someone else’s aspirations. The messaging is in sync with the brand’s vision of bringing banking and financial services to half-a-billion un-served and under-served Indians.
Timed with the IPL, the first film pivots around a cricketing scenario- A few children can be seen playing ‘gully cricket’ when a young boy hits a great shot but accidently breaks the neighbor’s window. The furious neighbor steps out and starts yelling at the children. In a curious twist of events, we see the bowler who has been hit for a six digitally transferring a significant 6000 rupees to the angry neighbor using the Paytm app. He goes on to say, “Uncle, aaj khidki todi hai, kal record bhi todega” (Uncle, he has broken the window today, tomorrow he will break records). Touched, the antagonized neighbor returns all other confiscated balls to the children – giving us the perfect glimpse of camaraderie in our society. The film ends by urging viewers with its strong message- KISI KI LIFE A PAYTM BANO, PAYTM KARO.
Another film of this series shows an elderly man standing in a long queue to pay his electricity bill. He seems visibly unsettled as his wife is locked out of the house but he cannot leave the line as it is the last day for bill payment. In an interesting twist, the bill Cashier who has been witness to the old man’s distress, steps out & helps the old man pay his bill online on the Paytm app. The movie ends with a smile & a feeling of gratitude towards his “Life Ka Paytm’ (i.e the Cashier who has helped the old man)
The new campaign consists of several such evocative yet light-hearted messages that will be highlighted in upcoming brand films. These films will be released across broadcast, online and mobile channels during the IPL – India’s biggest sporting event.
Jaskaran Kapany, Vice President, Paytm said, “At Paytm, we firmly believe that technology is not merely about the benefits transferred to an individual, but also about the benefits transferred to the collective i.e society at large. Our new campaign aims to not only bridge the divide between the tech-savvy & the unfamiliar, but also to leverage the power of technology as an ‘enabler’ of the masses & make a difference in their lives. Our new brand thought of ‘Kisi ki life ka Paytm Bano’ embodies this philosophy & urges everyone to lend a helping hand to others. And what could’ve been a better launch vehicle for this new brand thought than the IPL, India’s greatest sporting event which has crores of Indians hooked on to it. We are confident that this new campaign will go a long way in strengthening the trust that crores of India’s have reposed in us”