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Small shopkeepers are the heroes in ePayLater’s new TVC created by Madison BMB

The buy now-pay later payments platform for retailers had recently announced a strategic, creative and media partnership with Madison World

Click on the Image to watch the TVC.

The team at Madison BMB conceptualised and created an integrated campaign for ePayLater that pays homage to the Indian shopkeeper.  

ePayLater, the buy now-pay later payments platform for retailers, had announced a strategic, creative and media partnership with Madison World. 

Aurko Bhattacharya, Co-Founder, ePayLater, said, “No one has ever thanked the small ‘dukaandars’ enough, for their contribution to society. Madison BMB got the pulse of our audience and created a heart-warming campaign for these unsung heroes. As a brand, we have invested a lot of time and effort in creating a fintech platform that makes the process of availing credit easy; thus financially empowering these shopkeepers to unleash their true potential.”

Sunay Jain, Marketing Head, ePayLater, added, “The integrated campaign conceptualised by Madison BMB is an ode to the local shopkeepers who have done so much for each one of us. The TVC echoes the brand’s promise of adding wings of success to the shopkeeper’s business.” 

Raj Nair, CEO and CCO, Madison BMB, said, “We have kept it real and simple. We all know that one local ‘dukaandar’ who is an unsung hero in our lives. Come sun or rain, or even the challenges posed by lockdowns, they ensure we get our daily essentials. This integrated campaign for ePayLater is an ode to these shop owners and revolves around how the brand is, in fact, not just a fintech product but metaphorically the wind beneath their wings. ePayLater takes pride in their achievements and watches them grow their business and prosper. In order to ensure maximum reach and impact within our audience group over a period of time, we’ve taken the essence of the campaign beyond the thematic film into digital media and shop level activation as well.” 


Team Madison BMB 

Raj Nair: CEO and CCO 

C V Meenakshi: Strategic Planning Head 

Rohan Joseph: Senior Creative Director 

Vaibhav Sonar: Associate Creative Director 

Anjali Nair: Copywriter

Ameet Joshi: General Manager 

Tanvi Kapoor: Group Account Manager 

Momomoto Studios (Production house) 

Deepti Nangia (Director)

Tushar Shivan (Editor) 

Priti Kakkar, Sumeet Bharankar, Harshad Keny (Production team)

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