How Pine Labs is using print to fuel its Pay Later EMI campaign

In a conversation with, Gayatri Rath, Chief Marketing and Communications Manager at Pine Labs talks about its recent consumer education campaign and its future marketing strategy around the Pay Later EMI facility

Shradha Mishra
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How Pine Labs is using print to fuel its Pay Later EMI campaign

Gayatri Rath

Payment provider platform Pine Labs has turned the humble card machine into a loan agent by providing the facility of ‘Pay Later EMI’ on its payment terminals. 

The company, which has tied up with 30 financial institutions and over 100 merchants, is now taking the Pay Later EMI facility to consumers in a very innovative way through the very tested and credible print medium. 

The company recently launched a campaign targeted at informing consumers the flexibility Pine Labs provide on debit and credit cards. 

Conceptualised by Wondrlab, the print ad placed on the first page of Times of India read, ‘all products advertised in this paper can be bought on #PayLater EMI’. 

Pine Labs currently facilitates one of the biggest Pay Later solutions in the world. 

“We were focused on simple consumer messaging. The idea was to make ‘Pay Later’ the key takeaway of the communication,” said Gayatri Rath, Chief Marketing and Communications Manager at Pine Labs.

Apart from awareness through campaigns, Pine Labs will invest in consumer education as necessary in future.

The company is increasing its merchant-focused outreach. It plans to educate merchants about its flexible, technology-based Pay Later solution in helping them grow their business.

“We want customers to know they can walk into a store with a Pine Labs terminal and buy most things over Rs 5,000 with a Pay Later option by using their credit or debit card in less than 40 seconds,” said Rath.

"We believe our technology is the hero here. Our technology infrastructure allows us to bring together a wide network of partners across, banks, NBFCs and brands. Our technology is the true hero and we delighted to bring this solution to Indian consumers,” she added. 

Rakesh Hinduja

Rakesh Hinduja, Co-Founder and Managing Partner, Content Platform, Wondrlab, said, “This year has pushed most of us to hold back our shopping and spends, especially in the current economic context. This simple, innovative ‘Pine Labs, Pay Later’ solution connected with consumers. Diwali sees various brands put forward their products and services in full glory and we decided to own the space through Pine Labs’ offering; all products advertised in the paper could be purchased immediately with payment possible later. The fabulous offering from Pine Labs got a deserving and effective creative expression.”

Pine Labs Gayatri Rath