Paytm: A sticker that brought hope

Jitender Dabas, Harshvardhan Sahni

Paytm, India's leading digital wallet, used the disruptive demonetisation of two bank notes as an opportunity to grow its user base and increase its market share.

Campaign details

Brand: PaytmBrand owner: One97 Communications Pvt. Ltd.Lead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Digital paymentsMedia channels: NewspapersBudget: 500k - 1 million

Executive summary

In this uber-digitised world, what can brands expect from a simple newspaper ad?

It can give information. It can draw attention. Maybe it can make you smile.

But can it save the livelihoods of millions?

This is the story of how a humble print ad that appeared in India's leading dailies did just that.

The vast majority of Indian shopkeepers and merchants are...

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