Paytm launches commercial to strengthen brand

McCann and Flying Saucer Pictures conceptualised the ad that aims at giving the message to the consumer that the Paytm wallet can be an alternative currency

BestMediaInfo Bureau | Mumbai | June 9, 2016

Click on the image to watch the TVC.

McCann and Flying Saucer Pictures have created a new advertisement for Paytm to bring out the features of the pay wallet.

The main agenda of the commercial, launched on May 27 across the television network, is to let the consumer know that the Paytm wallet can also be an alternative currency and lead the way to a cashless nation.

Alok Lall

Alok Lall, Executive Director, McCann WorldGroup, National Head of Advertising, McCann Erickson, said, “The challenge was to take everyday situations where Paytm can be used and convert them into meaningful benefits for our user base. The marketing objective was also to motivate nonusers to download the app by demonstrating its versatility.”

The new campaign showcases the range of categories that Paytm users can use to make payments in seconds. It showcases the power of the app to send money to relatives, make offline payments for fuel and groceries etc., book movie tickets or pay for utilities such as electricity bills.

Talking in detail about the ideation process, Lall said, “We are lucky to have a client like Paytm where we work and ideate closely with them, be it the product or the marketing team. So the ideation process was borderless. The overall insight around the simple proposition of 'Paytm Karo' is convenient with clever little rewards or emotional payoffs built into every usage. 'Paytm Karo' is more like a today's way of life. It's about removing the jhanjhat of day-to-day payments. The benefits on everyday situations revolved around how Paytm empowers and delights the users. And that is what is woven into every situation.”

Shankar Nath

On the launch of the TV commercial, Shankar Nath, Senior Vice President, Paytm, said, “We are extremely thrilled to roll out this TVC which focuses on increasing the 'brand love & adoption' for Paytm, and also aims at establishing a stronger connect with our users. With this TVC, we aim to highlight the range of categories and functionalities that Paytm brings to our users and how they can leverage it in their daily life. At the same time, we have maintained the core proposition of brand warmth in our communication and music has played a very important role to deliver this message.”

The TVC provides an illustration behind the key communication theme of 'Paytm Karo'. It showcases people from all walks of life who are using Paytm to fulfil their different requirements. The ad shows an affectionate aunt using Paytm to give money to her nephew to whom she visited, with the Paytm's Person to Person (P2P) transfer feature. The QR Code scan feature of the app highlights the solution to the perennial 'chutta/change problem'. It is displayed through a cool friend easily paying for the auto-rickshaw ride, a smart housewife not accepting candies for change at the kirana shop and a stylish couple at the fuel station. The ad also showcases the Paytm category of electricity bill payments and booking movie tickets by depicting users in a family setup.

Through the ad, the company has tried to show the usage of the application across all age groups and genders. McCann's 360? initiative is set to integrate TV, print, radio and a digital mix of social media – Twitter, Facebook and YouTube.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: McCann, New Delhi

Production House: Flying Saucer Pictures

Director: Pushpendra Misra

DOP: Anil Mehta

Executive Producer: Divyaa N Iyer

Editor: Pushpendra Misra

Creative Director: Kapil Batra

Music Composer: Jasleen Royal

Production Designer: Niyoti Upadhyaye

Stylist: Nikki Lajja

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