About Paytm.com
About Paytm.comPaytm is India’s largest mobile commerce platform. Paytm started by offering mobile recharge and utility bill payments and today it offers a full marketplace to consumers on its mobile apps. Paytm has over 100mn registered users. In a short span of time Paytm has scaled to more than 60 Million orders per month.Paytm is the consumer brand of India’s leading mobile internet company One97 Communications. Its investors include Ant Financial (AliPay), SAIF Partners, Sapphire Venture and Silicon Valley Bank. Paytm’s new brand campaign #Paytmkaro – is with an objective that mobile money transfer via Paytm is the most convenient solution to everyday situations.
Business Objective:
The campaign #PaytmKaro is led by a TVC with an objective that mobile money transfer via Paytm is the most convenient and simpler solution to everyday situations.
Strategy:
The 360 degree campaign made sure to reach out to its target audience on social media too. Apart from sharing the ad on Facebook and Twitter, there isn’t a TVC led campaign on social media. However, the hashtag #PaytmKaro is being added to almost every conversation that is being driven on Facebook and Twitter. The ad rolls out some life situations such as money transfer, online shopping, mobile recharge which are made easy by Paytm services.
The TVC that rides the emotional route to connect with Indian mobile consumers, has gained over 50K views on YouTube.
Paytm karo has no digital campaign budget. TV is the primary medium for the campaign and that is understood with the campaign. However, it seems that the brand has decided not to invest a sizable budget for its digital marketing campaign.
With an objective to make Paytm a household name when it comes to mobile money transfer, it is really surprising why the brand has ignored the social media savvy audience. Not sure if the brand plans to run a social media campaign at a later stage but it can obviously drive meaningful conversations with fans around #PaytmKaro. A simple idea could be the various ways in which fans are making their lives easier with easy mobile payments. An emotional connect on digital is required too.
Other Paytm campaigns :
#No more hunger pains on the train #paytmkaro
Paytm has taken care of those hunger pains for you when you’re traveling via train. How?
Paytm’s tie up with IRCTC’s e-catering now allows you to book your meals on the go! 1516 trains without pantry cars will now have meals booked by you via Paytm. This is in addition to booking your train tickets via Paytm Wallet on IRCTC.
Major relief for those who travel via train often! Paytm keen to bring the experience to all users across platforms, in every walk of life. Let’s go cashless!
Over the next six months, the Noida-based firm is considering at 25,000+ tickets per day using Paytm wallet on IRCTC platform.
Happy eating & #PaytmKaro
First-Of-Its-Kind partnership with ICICI
In a first-of-its-kind partnership with ICICI Bank, Paytm is going to launch virtual prepaid cards which will give the users access to their Paytm Wallet both online and offline.
This partnership will also allow the customers to top up their digital wallets at any ICICI Bank, using cash or cheques. It will be a 16 digit Paytm-ICICI co-branded prepaid card which can be used at all the retail joints accepting VISA, MasterCard and Rupay.
This is a one of its kind partnership between an Indian consumer internet company & the country’s leading banking group and Paytm is also considering offering this new virtual card to customers through a new payment bank that will begin operations next year.
Upgrade your Paytm wallet and increase your spending limit to Rs1 Lac
Exclusive offer for Delhi & Mumbai customers: Get the KYC done for free.
Paytm is planning to extend this offer to other Indian cities soon!
Why an Upgrade?
#staycharged and #paytmkaro
Results Achieved : Paytm claims to earn revenues of over $500 million now but the companies’s CEO says this will jump to $2 billion by January 2016. Half of Paytm’s run rate will then come from the m-commerce marketplace push. And the focus will be on getting more users.
Paytm has just shoot up its business as it has just raised a funding of $575 million from Chinese e-commerce company Alibaba Group. India’s leading investor and businessman Ratan Tata has also invested in the company. Paytm will utilize the fund in recruiting fresh talent, acquisitions, marketing and brand building.
Learnings :
Through this entire brand campaign and over the year Paytm is also aiming to reinforce its position as the leader in the mobile commerce space. But that would be a tough ask with the recent acquisition of mobile commerce platform Freecharge making them the largest mobile commerce company in the country.
Mobile economy is the future and with such huge marketing budgets at stake, it would be difficult for the indian customer to opt for a good option from many but Paytm is making a difference.
Image Credits: Paytm
