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Paytm strives for a corruption-free India through cashless transactions

Conceptualised by the in-house marketing team of Paytm, the digital film taps Independence Day to promote digital cashless payment, which it says can curb corruption

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Paytm strives for a corruption-free India through cashless transactions

Paytm strives for a corruption-free India through cashless transactions

Conceptualised by the in-house marketing team of Paytm, the digital film taps Independence Day to promote digital cashless payment, which it says can curb corruption

BestMediaInfo Bureau | Mumbai | August 16, 2016

Paytm-TVC Click on the Image to watch the TVC.

In a strong and emotionally-appealing video campaign, Paytm, a mobile payment and commerce platform, has showcased how by simply using the application Indians can embrace a progressive, healthy and corruption-free system in the country. The film is conceptualised by the in-house marketing team and produced by Gunpowder Creative Services LLP.

The video encapsulates three traditional scenarios where one would expect cash or bribes would 'exchange hands', but in a refreshing twist, the obvious 'exchange' is not of cash but of warm emotions. The film ends with a strong social message of 'possibilities.'

Jaskaran Kapany Jaskaran Kapany

Jaskaran Kapany, Vice-President, Paytm, said, “The video is a message to our nation to be cash-free. With our app allowing seamless, digital cashless transactions – from kirana shops to payment of school and college fees, from payment of auto fares to electricity or gas bills -- the dependence on cash and its associated evils is considerably reduced. The messaging of 'Cash Nahi, Paytm Karo' is our humble attempt to signify how we are working towards 'freedom from corruption' and is a strong Independence Day message.”

Paytm has stood strong against cash by giving a boost to digital transactions in India across various verticals conducted by its 130 million users. The Paytm Wallet stores money in a safe and secure way and helps users to make all utility payments such as mobile phone and DTH recharges, post-paid bills, electricity bills, etc., with one single click.

Paytm has become the preferred mode of payment at a host of partner destinations such as Uber for booking cabs, buying movie tickets, making payments at fuel stations, booking automobiles online, fee payment at education institutes, booking flights and hotels among others.

With a current user base of more than 130 million, Paytm aims at bringing half a billion Indians to the mainstream of the economy using mobile payment, commerce and soon-to-be-launched payment banking services.

The consumer brand of India's mobile internet company One97 Communications, Paytm is headquartered in New Delhi. The company's investors include Ant Financials (Alipay), Alibaba Group, SAIF Partners, Sapphire Venture and Silicon Valley Bank.

Kapany said, “Given that the message is very relevant and timeless, we expect significant organic traction. This is justified by the film already crossing more than 5.5 lakh views and more than 6,500 shares, in a day's time, which is a very commendable figure.”

The digital film starts in a government office setup where an employee is seen talking to somebody on phone and the man waiting in front pushes an unmarked packet wrapped in newspaper; people watching would obviously judge it as a bribe. The employee smiles, keeps the phone aside and opens it and says 'so less'. In return, the man says sorry. To the viewers' surprise, the packet has vada pav and the employee opens it and relishes on it. Then a voiceover says that it's possible that from such a packet, friendship can also bloom other than corruption.

In the second scene, a traffic policeman is seen stopping a bike rider for not wearing helmet and questioning him for not carrying official documents. Another biker enters the scene calls the traffic policeman to the side, shakes hand and gives him a pollution mask. In return, the traffic police says thank you! Then again a voiceover says it is possible that a handshake can denote happiness and not corruption.

In the third scene, a couple is seen sitting in the principal's office discussing their kid's admission. The father tells the principal that he has got the donation as asked. The peon brings in a box and the principal opens it to find old books donated for the school. The voiceover says donation will happen but only of old school books and it is possible that India will find freedom if there isn't any cash.

The digital film:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/08/Paytm-TVC.jpg

Credits:

Creative idea: Paytm marketing team

Production House: Gunpowder Creative Services LLP

Producer: Pooja Krishnamoorthy

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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