Paytm has launched their new brand campaign film on the occasion of ongoing IPL, to reinforce their position as the leader in the mobile commerce space. According to the company, 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.
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.
According to the company, Paytm 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.
