Campaign details
Brand: PaytmBrand owner: One97 Communications Pvt LtdLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: InvestmentMedia channels: Online display, Online video, Social mediaBudget: Up to 500k
Executive summary
Paytm, an eight-year-old digital wallet, was fighting decades of a habit Indians weren't willing to give up – cash. While other digital wallets in the country were trying to convert people at various occasions, Paytm wanted to emulate the stature of cash, which came from its ability to create wealth.
Therefore, it decided to expand the role of digital wallets...