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...