Paytm: Helping India cope with the death of cash

Jitender Dabas, Harshvardhan Sahni

Paytm, India's leading digital wallet, used the disruptive demonetisation of two high-denomination bank notes as an opportunity to extend the digital payment system to undigitised members of the Indian economy.

Campaign details

Brand: PaytmBrand owner: One97 Communications Pvt. LtdLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Digital paymentsMedia channels: Events & experiential, Mobile & apps, Online video, Print - general, unspecified, TelevisionBudget: 500k - 1 million

Executive summary

On 8 November 2016, when the Indian government announced that it was banning two high-denomination currency notes, the country was thrown 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...

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