With an objective to reinforce benefits of mobile wallet payments and build Paytm as the most preferred and ubiquitous partner, the following PR campaign was laid down for the stakeholders ranging from the customers, merchants, bureaucracy, influencers, media, partners and investors –

Messaging and approach

Growth

- Paytm laid the foundation of digital payments creating solutions that became a cult in the retail industry through innovation of making and accepting payments through mobile numbers and QR codes

Awareness

- Paytm lead a campaign to motivate the use of mobile wallets on awareness on digital technology, building credibility about Paytm’s functioning as per RBI guidelines and making people cognizant of the safety features of Paytm

Features

- ‘Confidentiality of user’s financial information and best practices’ was a key message to be emphasized towards security

Paytm was established as a pioneer and leader is defining innovation in the industry which is being followed by the others. The agency rolled out its action plan with a focus on influencing behavioral changes for the key stakeholders – Merchants & Customers

The agency highlighted the success stories of various merchants who adopted Paytm and saw large volumes of transactions. This helped to establish the fact that payments through mobile are the future of transactions in the country.

For consumers, the team highlighted how Paytm could be their default payment partner by underlining its ubiquitous acceptance as a payment tool.

Educational campaigns conducted were showcased to lift up the momentum and give it a national movement.

The PR activities conducted in three months were covered by the top 10 media of each zone making a significant reach to the media-consuming population of India.

Payments in India now definitely mean Paytm undisputed leader in its space.

The Paytm userbase grew by over 40 million users and reached a whooping 200 Million mark. Currently, over 41,000 petrol stations, 2 million offline merchants, almost all movie multiplexes and 200 villages across more than 550 districts of India access digital transactions through Paytm.

Paytm has received over 30.86 lakh sq cm of coverage from all publications from the 6 metropolitan cities (Delhi/NCR, Mumbai, Kolkata, Bengaluru, Chennai, Hyderabad). This in terms of AVE is 49,197,924 Million USD.

Print

? 500+ - Highest number of stories generated for any Brand in 60 days from only 6 metropolitan cities

? 100% Positive tonality in mainline and vernacular publications with messaging as pitched by PR agency

? 60% of coverage with Paytm logo or Paytm written in the headline

? 20 Times published positively in the Top 2 papers of North, South, East and West regions in 1 month

? 10,000 + Impressions created through Press Releases across India in 60 days

Online

Online share of interest among the mobile wallet players was highest by over 60% in the 90 days of demonetization.

Impact on business -

Small and medium enterprises, grocery and transportation traders embraced Paytm as an alternative to cash.

Figures as of January 2017:

• Userbase Growth – 140 million in November 2016 to 200 million in February 2017

• Paytm had over 2mn registered merchants on Paytm with last 1 million signed up in just 80 days

• The offline growth was 12 times in offline commerce

• The organised retail had an order value of 200 Crore