Google Pay: How Google Pay outsmarted the giants

Digital wallet platform and online payment system Google Pay leveraged product data to drive media effectiveness and become the number-one UPI payments player in India.

Campaign details

Brand: Google Pay Brand owner: Google India Agency: Essence India Market: India Sector: Digital payments Media channels: Television Budget: Over 20 million

Executive summary

Google Pay operates within a highly competitive digital payments category in India. It's a cut-throat market, with everyone eyeing the same set of audiences. The key, seasoned competitors have, historically, leaned heavily towards expensive tent-pole

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