Paytm: Bringing half a billion people into the mainstream economy

Paytm, an Indian e-payments and e-commerce brand, changed consumer behaviour and popularised mobile payments in India by addressing merchants, customers and government agencies with targeted messaging.

Campaign details

Advertiser: PaytmBrand: PaytmAgency: Value 360 CommunicationsCountry: 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...

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