Situation: Paytm had started slow ripples in the E-wallet space- a space largely unexplored, even though larger telecom players had earlier treaded this course. Both Airtel and Vodafone, commanding a min. 420 mn mobile subscriber base, who had many things going for them (infrastructure, deep-pockets and strong credibility) failed to engage consumers in their respective mobile wallets of Airtel Money and M-Pesa (launched since 2011) and were unable to win the trust of user base.

The challenge of getting people to start using mobile wallets for Paytm, a relatively unknown brand, was large.

Objective: To evolve the online E-wallet market, by creating a consumer-centric plan, which would create awareness among consumers, to move away from other methods of transaction, to using Paytm.

In terms of numbers, the task was a mammoth one! From mere 23 million in the beginning of 2015 to 100 million E-wallet subscribers by end of 2015.

Media Channels and Integration: A communication architecture, where each communication sub-task with different stages of the consumer journey was layered helping us arrive at a specific media vehicle along with the special role it would play in achieving the set task.

Implementation and Scale (Width & Depth of Execution):

Event sponsorship (Paytm Freedom Cup) formed the pivot of the whole visibility design. It helped bolster the brand icon focus as it reached 255 mn people across various media. Huge PR got generated (357 news articles). As supporting pillars to it, IPL on-air sponsorship and Star TV mega block were executed. Branding of most prime news channels properties alongwith Front-page jacket ads in leading dailies shot up the brand’s recall value.

When it came to inducing trials, Point-of-transaction advertising push played a big role. Various interventions at actual consumption moments were executed to educate and nudge the consumer to transact.