Instead of the usual candies given as change, Paytm candies were handed out to customers that could be redeemed for their real worth (Re. 1, Rs. 2, Rs. 5 or Rs. 10) by first downloading the Paytm app. And then entering the unique code on the candy’s wrapper.

Shopkeepers were asked to stock and give the Paytm Sweet Change candy instead of change and other candies. They gave them out as per the change they owed to each customer. The activity lasted for a month. The candy was made available at general stores, hawkers and grocery stores across New Delhi (national capital region).

1 million app downloads. 36% downloads remained active users. Cost of acquisition was brought down to Rs 12 from Rs 60.(five times)