PayPal, a digital payment app, unveiled its first marketing campaign in India called Safe Hai. The campaign highlights PayPal’s focus on risk and security backed by insights that security is a key priority for Indian consumers.
In the TVC, the brand portrays an Indian family and its insecurity with online payment. PayPal takes care of the family’s apprehensions. Capturing the wedding preparations of an Indian bride and an American groom, the families exchange gifts and discovers in the process that they both are using the same app as it’s seen globally.
Speaking about the campaign, Jayant Desai, Head of Marketing, PayPal India, said, “We are excited to launch our first marketing campaign in India. Consumers and merchants want to feel the excitement of being part of a global economy. We want them to know that PayPal takes steps to ensure safety for their financial data from being compromised while making online payments. Our campaign has both, traditional and digital legs to it and aims to drive comprehension among consumers and merchants with its safer transactions.”
Creative Director from the ad agency said, "The Indian launch for PayPal has been an exciting journey for us. Worldwide, PayPal is synonymous with safety and our campaign too is pegged on the promise of Safe hai.”
Shoojit Sircar, Campaign Director, said, “I've tried to establish the characters and bring out the slice-of-life situations in a natural, charming way in the films. The character of the anxious dad offered enough moments for me and the actors to make the most of. I hope the films successfully showcase the ease and safety of using PayPal in India."
Marketing and Advertising Agency: Soho Square
Production House: Rising Sun Films Pvt Ltd
Media Buying Agency: Mediacom