Paytm: India’s first digital candy

Paytm, India's leading digital wallet, expanded its products to include small transactions traditionally carried out in cash.

Campaign details

Brand: PaytmBrand owner: One97 Communications Pvt. Ltd.Lead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Digital paymentsMedia channels: Merchandise & free giftsBudget: 0k

Executive summary

Paytm, India's biggest e-wallet, was facing a bitter problem. Indians were simply refusing to use the brand for small payments. The brand spotted an opportunity in a strong country-wide phenomenon – the practice of handing out candies in lieu of loose change to round off a transaction to the nearest multiple of 10. This led to the creation of India's first digital candy...

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