PayU India, the online payment service provider, has launched its newest offering ‘LazyPay’, which is a deferred payment feature that will allow consumers who recurrently transact digitally for any amount up to Rs 2,500 to pay later.
PayU India has launched a new digital and marketing campaign to promote LazyPay and plans to spend USD 50 million on the overall product development and marketing of the new service.
Speaking about the idea behind LazyPay, Abhijit Bhattacharya, Head Marketing, Consumer Business, PayU India, said, “At PayU India, our endeavour is to use strong consumer insights and use product innovation to solve those insights. LazyPay is the perfect example of our philosophy of simplifying the online payment process wherein we separate purchase and payment experience and provide deferral payment facility to the consumer. The aim of the product is to reduce friction on online checkouts and achieve a zero drop situation for online payments.”
“As a consumer-centric payment platform, LazyPay gives consumers the option of placing their order and paying later at their convenience. Eliminating the need for repeated OTPs, CVV numbers or net banking details, this is a revolutionary product which is streamlining and facilitating everyday payments and providing a premium checkout experience to the consumers,” he added.
Lazy Pay will appear as a payment option at the time of checkout on sites integrating the same. The service will provide users deferral payment facility for 15 days with a transaction limit decided as per the purchasing behaviour of every individual. The payment cycle will be every fortnight.
Explaining how LazyPay works Bhattacharya said, “LazyPay could be thought of as a pay after delivery mode of payment for all online orders. The consumers can now simply shop via LazyPay and conveniently settle the dues during the monthly payment cycle instead of having to feed in card details or net banking credentials – exactly like how we pay our mobile bills in one go and not pay for every call that we make! LazyPay further makes the transactions smooth and seamless without transaction failures, need for passwords, etc.”
But was there any hesitation in launching in this new offering, considering the fact that there is a risk of people not making the payment later?
“We have factored in an average 1-1.5 per cent defaulting consumers as we have strong data points collected over the years. We will continue to use machine learning algorithms to predict customer defaults. PayU processes more than a million transactions every day. Each transaction generates 15 direct variables, which helps to draw up a profile of the customer and come up with a ‘trust score’. This trust score further helps to identify creditworthy customers, who can checkout using LazyPay without going through the payment process. We don’t have a Know Your Customer (KYC) process but we have an identity check process that happens depending on your behaviour and some history of transactions. We have a strong way of checking it without you getting to know about it,” said Bhattacharya.
PayU India’s new campaign, titled #BeLazy, has been conceptualised by Glitch and features popular stand-up comedians of the country such as Cyrus Sahukar, Hoezay Covaco, Mallika Dua, Biswapati Sarkar, Jeeveshu Ahluwalia, Kaneez Surka and others.
On the decision to use stand-up comedians for the campaign, Bhattacharya said, “These stand-up comedians resonate very strongly with our demographic of age group 18-30 years. Secondly while most of the brands use stand-up comedians sporadically, LazyPay’s brand campaign is being led by the comedians. The brand films are going to be content-driven and the comedians will be given a free reign to create their own content and talk about it for the major part of the film. Our first film has a complete view rate on YouTube almost 2X more than the industry average – which clearly demonstrates the power of that content-driven advertising.”
Commenting on the campaign, Varun Duggirala, Co-Founder and Content Chief, The Glitch, said, “LazyPay is a platform that inherits the fact that laziness is a trait in every human being and emphasises and celebrates the aspect of being lazy. This product is basically for people who prefer convenience while making an online purchase. Hence, we have tried to keep these brand films in the 'advertainment' category, which is a combination of advertising and entertainment. We have tried to leverage the popularity of stand-up comedians from across the country which people can instantly relate to. Glitch has selected the best people for the job and tried to make this a longer and wider campaign due to multiple stars.”
Shedding some more light on the marketing strategy for LazyPay, Bhattacharya added, “LazyPay is undergoing an 8-10 week brand building phase since the first week of June. PayU will complement its strong digital video campaign for LayPay with a number of on-ground activations and other outlandish social media outreach programmes. The company will tap into its 250 college-strong campus affiliations to drive enrolment and launch a Lazy Club for its users. The marketing for the service will be based heavily on creating strong awareness about the product and educating users about the features.”
Client: PayU India
Agency: The Glitch
Creative Director: Prashant Kohli
Creative Team: Arjun Jetly, Aniket Chaudhary, Ritesh Waingankar, Srishti Seth
Business Head and Managing Partner: Kabir Kochhar
Business Director: Piyush Sood
Account Management: Ankisha Bhatia, Hansa Nigam
Director / Creative Producer: Faizan Ansari
Executive Producer: Javed Siddiqui
Production Managers: Rehman Zain, Ashwin Dsouza
Line Producers: Jafer Ali (Mumbai), Shubham Sharma (Delhi)
Associate Line Producer: Suhas Arora
Director of Photography: Saket Gyani
Art Direction: Pravin Maurya
Post Producer: Abhishek Chandran
First Assistant Director: Amaan Shaikh
Editors: Amit Kushwaha, Amit Das
Animation: Arijit Sinha Roy
Sound Mix: Russell Isaacstephen
Colourist: Neelanchal Chutani
Makeup: Suneel Pardesi