Paytm DM, Case study Paytm Sweet Change by McCann Erickson Mumbai

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Paytm Sweet Change

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Industry Banking & Financial Services, Online Financial Service
Media Direct marketing, Case study
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Rohit Devgun
Creative Director Utsav Khare
Art Director Gourav Verma
Designer Chandan Kumar
Production Collective Image Productions Pvt. Ltd.
Director Saurabh Kabra
Released October 2016

Awards

Cannes Lions 2017
Media Sectors: Financial Products & Services Bronze Lion

Credits & Description

Title: Paytm Sweet Change
Agency: Mccann Worldgroup India
Brand: Paytm
Country: India
Entrant Company: Mccann Worldgroup India, Mumbai
Advertising Agency: Mccann Worldgroup India, Mumbai
Media Agency: Mccann Worldgroup India, Mumbai
Production Company: Mccann Worldgroup India, Mumbai
Executive Chairman & Regional Ed Ap: Prasoon Joshi (Mccann World Group)
National Creative Director: Prateek Bhardwaj (Mccann Worldgroup)
Executive Creative Director: Rohit Devgun (Mccann Worldgroup)
Associate Art Director: Arpan Kalita (Mccann Worldgroup)
Creative Resource: Gaurav Sharma (Mccann Worldgroup, India)
Creative Head, New Delhi: Kapil Batra (Mccann Worldwide, India)
Creative Head (A/V): Jeet Kalra (Mccann Worldgroup)
Designer: Chandan Kumar (Mccann Worldgroup)
Editor: Satish Kataria (Mccann Worldgroup)
Director: Saurabh Kabra (Collective Art)
Creative Director: Utsav Khare (Mccann Worldroup)
Art Director: Gourav Verma (Mccann Worldgroup)
Synopsis:
People in India prefer cash over digital payments. So much so that 96% of all transactions happen in cash. Paytm, an Indian e wallet brand, wanted to make people experience the ease and advantages of digital payment. But to make that happen, we needed people to experience how easy is it to transact via Paytm. So the objective was to make them download the Paytm app.
Campaign Description:
Shopkeepers handing over candies to customers citing lack of change is a very common sight in India. This insight gave birth to our creative idea. To tackle this problem of forced candies, we launched another candy- 'Paytm Sweet Change'. Like normal candies shopkeepers handed over 'Paytm Sweet Change' candy as change, but unlike the usual candies, which meant customers lost out on money, our candies could be redeemed for their real worth. By downloading the Paytm app and entering the code at the back of the candy wrapper in the app.
Outcome:
We made 1 million people discover the ease and advantages of Paytm. Cost of acquiring a new user came down from Rs 60 to Rs 12. 36% downloaders during the month long activity remained active users.The activity saw an increase in conversations on social media and thus reached people even outside of Delhi. This ensured a positive rub off on brand Paytm even in cities where this activity didn't even take place. Seeing the success of this activity in Delhi NCR, 'Paytm Sweet Change' candy is all set to be launched in other parts of India too. So more and more people can experience something that's sweeter than hard cash- 'Paytm Sweet Change'.
Relevancy:
India is a cash economy, that's why there's always a problem of change. So shopkeepers have come up with another currency, candy. These candies are forced on customers citing lack of change. Obviously this leaves the customers unhappy as they end up losing money each time they transact. Paytm, an India e wallet brand, decided to tackle the problem of candies by launching another candy- 'Paytm Sweet Change'. But unlike other candies, customers could redeem this for its actual worth. And that's how we turned India's second currency into a powerful medium to encourage people to pay digitally.
Execution:
Shopkeepers in Delhi NCR were incentivized to stock and handover 'Paytm Sweet Change' candies to customers instead of change or other candies. All major grocery stores and vendors across Delhi NCR stocked 'Paytm Sweet Change' candies for the entire month this activity was carried out.
Strategy:
We targeted customers who were paying in cash for their day to day transactions but could graduate to Paytm if given a reason. And 'Paytm Sweet Change' candy became one. To redeem the candy's real worth the customer had to download the Paytm app. We were confident once they used Paytm, they will discover its ease and advantage over cash.