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...