Given the overwhelming response we’ve received for our new Paytm ad, we thought of sharing with you some interesting information to read – why we chose to do it, some inside stories on what went into making the ad & how we took it to the market.
Read on to find out the details on what made our new ad one of the most loved ones.
We decided on developing a campaign at a time when our company is making rapid strides towards simplifying the lives of millions of Indians – from helping them pay their electricity bills to transferring money to their loved ones in a jiffy. From easy, fast, hassle-free payments at Kirana shops to payment in Autos/Taxis.
No headaches. No long lines, no red-tape. Nothing.
Just pure unadulterated convenience.
Pure power in your hands.
With Paytm at your side.
In short, help India become more self reliant & Cash-Free.
This was the starting point of the making of our TV ad. To do justice to this vision.
We believe that our product truly enriches people’s lives & so we strongly felt that the communication that is delivered in the ad should be similar – one that appeals to the heart, not just the head. And so all the situations in the ad are ones that people can easily “connect to”. The ad is high on emotions and the delivery is warm.
You can see this in the smile of the boy who receives money from his bua or the joy the old couple get when they instantly book the next show movie tickets.
Kudos to Pushpendra Misra (Film Director@Flying Saucer) and Kapil Batra (Creative lead @ Mccann) as both drew upon their vast experience and skill to make an ad that has proved to be endearing, meaningful and impactful.
However, the making of film wasn’t so easy. For instance, there is a scene in the Electricity Bill sequence where we wanted the Mother (character) to shake her head (after receiving Cashback from Paytm) the way her teenage son does while listening to music. She gave a number of takes, but all in vain – as she couldn’t really head bang:) Eventually the script had to be modified on the spot.
Another interesting situation occurred during the Auto sequence where the production house forgot to shoot the fare meter of the auto (a critical part of the situation for viewers to easily interpret the scene)! And we realised it only a day later. Production house had to create a new set next day just to take that missing shot.
Another technicality that was managed well was for the Petrol Pump situation. As per PESO norms, you cannot show the use of a mobile phone next to the pump. So during the time of shoot, we took due care that there was more than the prescribed distance between the bike & the petrol nozzle. If you look carefully, you will see that we have not shown any mobile phone when petrol is being filled in the bike fuel tank. And in the subsequent scene, where you see the guy holding the phone, there is considerable distance between him & the pump. A smart shot!
Also integral to the advertisement is the beautiful jingle that runs behind. You hear it once and you become a fan of it forever. It’s delicate, soothing and addictive.
The credit goes to Jasleen Royal, our young 24 year old celebrity singer/songwriter who interpreted the requirement of music really well and delivered a tune that everyone today is a fan of.
The campaign was designed by the New Delhi team of McCann Erickson. Their approach was simple – which was to look for a simple expression that encapsulated the convenience aspects of Paytm app. All of us brain stormed for a solution to making everyday payments easier in our busy lives and zeroed down on the “Paytm Karo”. The expression is in sync with today’s way of life. It’s about eliminating the hassles of payments.
The ad also tackles a new concept that has not been addressed before – the Paytm QR code. This is a revolutionary new idea. The Paytm QR code makes payments incredibly easy – in just a matter of 4-5 seconds. If a platform gives the convenience of recharging one’s phones to booking movie tickets and paying electricity bills, then who wouldn’t want to #PaytmKaro?
A communication that was designed to be simple and engaging has eventually become part of popular culture. We’ve achieved in creating a relatable advertisement – one that’s more life-like and brings smiles to the viewer every time she sees it.
Maybe this is why the ad has been viewed more than 10 Million times on social media & drawn a hugely positive response.
We thank you for your support.
You make us who we are.