Campaign details

Advertiser: Paytm
Brand: Paytm
Agency: In-House
Country: India

Brief description of the assignment

On 8 November 2016, the Government of India announced demonetization of all £500 (US$7.40) and ₹1,000 (US$15) banknotes. As Paytm was embraced as an alternate method of payment, the announcement introduced a wide set of consumers to the benefits of using Paytm. The company massively leveraged PR and marketing to establish Paytm Cash as a synonym to cash in the minds of millions of Indians.

The Paytm in-house communications team was at work within hours of the official announcement, shaping the company's official narrative at the face of overwhelming media attention. The team was the first to get the word out about how Paytm could help fellow citizens through the cash crunch and soon published a comprehensive behind-the-scenes account of how it stretched itself to support its merchants and consumers. The team also ensured Paytm CEO Vijay Shekhar Sharma's interview was given front-page coverage along with that of Prime Minister Narendra Modi.