Paytm Gold: India’s Digital Locker

Paytm, a digital wallet, used a gold investment programme to build the reputation of digital payments in India.

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 statu

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