Paytm: The world’s biggest crash course

Jitender Dabas, Harshvardhan Sahni

Paytm, India's leading digital wallet, used the disruptive demonetisation of two bank notes as an opportunity to grow its user base among the digitally illiterate.

Campaign details

Brand: PaytmBrand owner: One97 Communications Pvt. Ltd.Lead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Digital paymentsMedia channels: Merchandise & free gifts, Newspapers, Online video, Public relations, Social media, Television, Websites & micrositesBudget: 500k - 1 million

Executive summary

Imagine having to teach an entire sub-continent-sized country how to use something they have never used before. How long do you think it will take? A few years, right?

The Indian e-wallet brand Paytm did it in less than three months.

That is the amount of time it took...

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