Paytm: Leading the cashless revolution in India

Mobile payments company Paytm used an intensive PR strategy to grow the volume of payments made through its service in India.

Campaign details

Advertiser: PaytmBrand: PaytmAgency: Value 360 CommunicationsCountry: India

What's the story?

By January 2016, Paytm had laid a strong foundation in the mobile wallet space. It surpassed the innovators and was moving beyond the Early Adopters. The need of the hour was strategic messaging and selective medium required to motivate the large group of Early and Late Majority.

Paytm's public relations efforts were to make 'Paytm synonymous with payments' and making 'Paytm as an alternative to cash'. This messaging of awareness of Paytm had to be taken to every household and at...

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