In the supremacy of nature, August 2018, India witnessed the most devastating Kerala Floods affecting thousands of lives and surroundings overnight, with more than one million people displaced and 400s of reported deaths. Initial estimates put the loss at USD 2864000.

Indians are hesitant towards making donations and contributions because there is a lack of faith in the medium of donations and the uncertainty whether the help will reach the victims or not. In an attempt to lend their bit towards the disaster, Paytm India’s most widely used trusted digital payment platform, came forward to support the victims and the government.

The campaign was designed to Advocate Paytm as a supporting enabler to the cause and mobilize users and urge them to donate. Earned media was given was taken up in the most strategic form to convince anyone who can contribute with any amount to join the cause.

In the supremacy of nature, August 2018, India witnessed the most devastating Kerala Floods affecting thousands of lives and surroundings overnight, with more than one million people displaced and 400s of reported deaths. Initial estimates put the loss at USD 2864000.

Indians are hesitant towards making donations and contributions because there is a lack of faith in the medium of donations and the uncertainty whether the help will reach the victims or not. In an attempt to lend their bit towards the disaster, Paytm India’s most widely used trusted digital payment platform, came forward to support the victims and the government.

The campaign was designed to Advocate Paytm as a supporting enabler to the cause and mobilize users and urge them to donate. Earned media was given was taken up in the most strategic form to convince anyone who can contribute with any amount to join the cause.

Donations have never been done in a structured format in India. The advisory suggested Paytm to take the lead to solve the universal question of ‘How to Donate through a Trusted Common Platform’. Communication pillars were:

• Paytm’s Founder Mr. Vijay Shekhar Sharma having a huge social media following (about 5 Million) initiating the Movement of Contribution on his social media channels. With this, we reached out to large segment of contributors.

• The advisory leveraged Paytm’s already existing user base of over 300 million to penetrate to grassroots level by engaging with influential stakeholders including the Indian cinema fraternity. - Reinforced credibility of the brand.

• Paytm's promise of equal contribution to every donation, up to USD 1500000

• No restrictions on the donation amount were kept – Highly communicated factor through regional media

• Consumer Education: A massive programme termed as ‘How To Donate with Paytm’ with step by step approach was initiated across consumer platforms to create awareness

• Digital: Digital Influencers with high power of influence on people were roped into intrigue people to come forward and support

• Integrated Awareness Mediums: All mediums were tapped organically to create awareness about the initiative from radio to electronic, digital, print etc.

• Transparency: The Advisory suggested keeping the media updated on per day collection to further encourage more contribution from users. Donations received were timely announced.

All the execution was done aggressively keeping time sensitivity of the initiative in mind. Within the first two weeks, maximum PR was executed.