Campaign details
Brand: PaytmBrand owner: One97 CommunicationsLead agency: McCann Worldgroup Country: IndiaIndustries: Financial services (general)Media channels: Online display, Outdoor, out-of-home, Print - general, unspecified, Radio, TelevisionBudget: 1 - 3 million
Executive summary
Even though India is a predominantly cash-based country, credit and debit cards have had a long presence. They have spent decades establishing saliency and trust. This made it difficult for any other digital payment platform to get mass usage. Internet and mobile banking never took off. This is the story of how a mobile wallet managed to...