Campaign details

Advertiser: Paytm
Brand: Paytm
Agency: Value 360 Communications
Country: India

The challenge

Even as mobile commerce was gaining popularity in India with the rise in smartphone and internet penetration, payments through mobile were restricted to recharges and Uber payments.

  1. The challenge was altering the behavior of consumers who have been used to making payments through cash all their lives. PR advisory was to create a culture for payments through mobile for all the day-to-day needs of Indian consumers.
  2. To popularize the mobile payment culture, it was paramount for us to create an ecosystem where a wide spectrum of payments could be accepted through mobile. Our second challenge was to influence merchants of all sizes and classes (from a 5-Star hotel to a Golgappawala) to accept payments through mobile. This again required influencing behavioral changes in the merchant's ecosystem.
  3. As per April 2015 CNBC report – India's focus on cash usage and security concerns about e-transactions were creating friction within the burgeoning online shopping market. Also Indians were non-trusting of making mobile wallet-based payments due to online frauds or reluctance to make digital payments. In this background our third challenge was to build a credible name in a market where digital payments were not being seen as highly reliable.