Campaign details
Brand: Google PayBrand owner: Google IndiaAgency: Essence IndiaMarket: IndiaSector: Digital paymentsMedia channels: TelevisionBudget: 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 cricket media properties such as the ICC World Cup or the IPL (which happens year on year), which require gigantic budgets.
As a challenger brand in the category, Google Pay took...