Paytm: Lifafa – Marrying a cultural ritual into a digital product

Kush Anand, Jitender Dabas

Paytm, India's leading digital wallet, strengthened its position and grew its user base by producing a digital lifafa (cash gift) product.

Campaign details

Brand: PaytmBrand owner: One97 Communications Pvt. Ltd.Lead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Digital paymentsMedia channels: Mobile & appsBudget: Up to 500k

Executive summary

Paytm, a seven-year-old digital wallet, was fighting decades of a habit Indians weren't willing to give up – cash. Paytm knew that to connect deeply with people, it needed to challenge the emotional currency of cash in India – its ability to express love, send wishes, give blessings and more.

Digital transactions were too cold to be seen as more than money. This...

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