Campaign details
Brand: PaytmBrand owner: One97 Communications pvt. ltd.Lead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Digital paymentsMedia channels: Direct marketing, Mobile & appsBudget: 500k - 1 million
Executive summary
When the Indian government announced on November 8, 2016 that it was banning two high-denomination currency notes, it threw the country into chaos. People made a run on banks and long lines formed outside ATMs. It was survival of the 'digi-est'. If you had a credit/debit card and a smartphone you were fine. But the vast majority of India didn't. The...