Paytm: Demonetization Campaign

Indian e-payments and e-commerce brand Paytm leveraged PR and marketing to achieve maximum exposure to coincide with a major financial announcement.

Campaign details

Advertiser: PaytmBrand: PaytmAgency: In-HouseCountry: 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...

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