Campaign that’s stealing hearts #PaytmKaro
The phrase that is catching up nowadays “Paytm karo” is stroke of inspired genius. In a closed meeting room discussion, our focused approach was to communicate real life use cases that our customers witnessed in their day-to-day life.
We have so many anecdotal use cases shared by our users that even we get surprised. In one of our official WhatsApp groups, our office team mate told us that an auto rickshaw driver in Noida had asked him to pay in Paytm Wallet instead of cash (as he didn’t have exact change and wasn’t able to get it from people around). We were very surprised that an auto rickshaw driver also knows about Paytm wallet and uses it. Then we searched our social networks and identified in people’s online conversations, all scenarios that were shown in our ad from real life and we knew we had our script!
This campaign had to go live in 3 weeks with IPL starting on 8th April. The deadlines could not have been tighter-it almost seemed impossible. Finding a production house, closing the negotiations, selecting the cast, re-visiting the scripts and lot more was in our to do list. We spent our evenings at our creative team office discussing the approach.
Flying Saucer came aboard as our production house. Pushpi and his team were all excited. Pre-production meeting time was rescheduled thrice and we finally met at 9pm. We were happily selecting and rejecting the cast. Let me take the fame. I had a personal hand in selecting the three lovely actresses who we now see on screen
Shoot started in Mumbai. Sets were ready. Team was in action. The real celebs (me & Shankar) reached the venue. See the first pic that I clicked while entering the bungalow.
Some glimpses of the preparation that were being done.