Indian mobile commerce platform Paytm has launched its new brand campaign on the ongoing IPL, which aims to reinforce its position as the leader in the mobile commerce space.
Paytm is an associate sponsor on Sony and is also the official partner of Mumbai Indians and will spend Rs 50 crore for this marketing campaign.
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,” Paytm said in a press release.
Mccann is the creative agency for the account; Pushpinder Singh has directed the commercial, while Flying Saucer is the production house.
According to Paytm, Mccann was recently appointed as the agency on Record (AOR) for Paytm and would be handling the creative account for Paytm going forward.
Shankar Nath, senior vice president at Paytm said, “The one minute long commercial knits together the multiple services that we provide to make life simpler, easier and hurdle-free for our customers.”
“We have attempted to illustrate our solutions through a warm, slightly emotional narrative and are confident that it will resonate well with our audience,” he added.
“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,” he observed.
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.
Kapil Batra, ECD, Mccann said, “Even though there was a lot of information to be shared, we made sure this TVC did not end up becoming an infomercial.”
He too added, “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.”
