Campaign details
Advertiser: PaytmBrand: PaytmAgency: In-HouseCountry: India
Brief description of the assignment
On 8 November 2016, the Government of India announced demonetization of all £500 (US$7.40) and ₹1,000 (US$15) banknotes. As Paytm was embraced as an alternate method of payment, the announcement introduced a wide set of consumers to the benefits of using Paytm. The company massively leveraged PR and marketing to establish Paytm Cash as a synonym to cash in the minds of millions of Indians.
The Paytm in-house communications team was at work within hours of the official announcement, shaping the...