Google Pay: Changing the game

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 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands