Campaign details

Brand: Paytm
Brand owner: One97 Communications Pvt Ltd
Lead agency: McCann Worldgroup India
Country: India
Industries: Investment
Media channels: Online display, Online video, Social media
Budget: Up to 500k

Executive summary

Paytm, an eight-year-old digital wallet, was fighting decades of a habit Indians weren't willing to give up – cash. While other digital wallets in the country were trying to convert people at various occasions, Paytm wanted to emulate the stature of cash, which came from its ability to create wealth.

Therefore, it decided to expand the role of digital wallets from enablers of transactions to enablers of wealth accumulation, by giving Indians the ability to invest in their favourite asset – gold. It created Paytm Gold, which made the accumulation of gold easier than ever by allowing people to invest in gold for as little as 1 rupee.