Paytm: Winning over the stubborn Indian shopkeeper

Paytm, India's leading digital wallet, grew its merchant base through an advertisement campaign aimed at local shopkeepers.

Campaign details

Brand: Paytm Brand owner: One97 Communications Pvt. Ltd. Lead agency: McCann Worldgroup India Country: India Industries: Digital payments Media channels: Mobile & apps, Television Budget: 500k - 1 million

Executive summary

In the autumn of 2016, Paytm had become India's largest mobile wallet by a considerable margin, but it had started to face a unique problem. Its usage amongst its 140 million users had started to plateau – limited mostly to online bill payments