Paytm ad campaign

this is an ad campaign of Paytm, in this presentation, you will get to know about the parent company and Paytm itself, moreover the complete analysis of so many ADs throughout the years and the creativity part which is about the self-made Ad's of the past and how the ads will be showed to the prospective market/customer with an approximate budget.

1. Submitted By : Ankur Kumar (39) Vijay wadhwa (41) Yogita Sharma (45) University School of Management

2. One 97  Communications Ltd. is India's leading mobile-internet  company  . Driven by great consumer experience, it offers digital goods & services to mobile consumers under Paytm brand.  One97  also provides mobile advertising, marketing and payments for merchants. CEO : Vijay shekhar sharma   Founded : 2000

3. In 2001 one 97 was launched. In 2002 start live astrology services for GSM operator in Delhi. In 2003 Launch music messaging on mobiles in India. Launches live astrology across India and SMS based applications & businesses

4. In 2004 Wins mandate to deliver pan India voice portal for largest GSM operator & launch India's first voice based gaming In 2005 Generated highest one day VAS revenue by kaun Banega Lakhpati on mobile In 2006 Launches highly successful Ringtone ka maharaja on voice portal

5. In 2007 Expand to PAN India operations across various service providers In 2008 Partners with a leading IT company for enhanced voice & 3G applications Launches subscription based content services

6. In 2009 Set up 2 business lines , Network based mobile advertising and social Networking In 2010 Launch of Pay tm Online recharge portal India's biggest in this category

7. Pay tm was founded in August 2010 with an initial investment of $2 million by its founder   Vijay Shekhar Sharma  in Noida, a region adjacent to India's capital  New Delhi . It started off as a prepaid mobile and DTH recharge platform, and later added data card, postpaid mobile and landline bill payments in 2013.

8. Pay tm  is an Indian e-commerce Payment system and Financial technology company, based in Noida U.P (India) Pay tm is currently available in 11 Indian languages and offers online use-cases like mobile recharges, Electricity bill payments, travel, movies, and events bookings.

9. By January 2014 , the company had launched the Pay tm Wallet, which the Indian Railways and Uber  added as a payment option In 2015 education fees, metro recharges, electricity, gas, and water bill payments . In 2016 movies, events and amusement parks ticketing as well as flight ticket bookings  In 2017 cross over 100 million app downloads Pay tm ov er t he yea rs

10. The same year, it launched Pay tm Gold, a product that allowed users to buy as little as 1 of pure gold online. It also launched Pay tm payments bank. In January 2018 , Pay tm entered into a joint venture with Alibaba Group & Pay tm Money was setup with an investment of 9 crore. In March 2019 , Pay tm launched a subscription based loyalty program called Pay tm First.

11. In May 2019, Pay tm partnered with  Citibank  to launch Pay tm First  Credit card. In July 2020,  Tata Starbucks   partnered with Pay tm allowing its customers to order food online during a  Coronavirus (COVID-19) pandemic. In Oct 2020, Pay tm launched new mini app store to promote “Atamnirbhar Bharat”

12. Marketing Mix Of Pay tm

13. Pay tm Mall,  Pay tm Payments Bank ,   Pay tm First app , Pay tm gold , etc . Pay tm charge nothing from direct customer but it charge for its different products. Pay tm has a Pan-India presence and has set up its headquarters base at Noida in Uttar Pradesh. Pay tm has adopted an aggressive and unique marketing policy.

14. Compet itors

15. Which is better Google pay or Pay tm ? Well here  Pay tm  has an advantage over  Google Pay . It allows you to  pay  your bills and mobile recharge via credit card. For  Google Pay , you don't have an option to  pay  through credit cards. So if you are running out of cash and your bill is due, you can  pay  the same via  Pay tm  using a credit card Which is better P honepe or Pay tm ? Pay tm : Allows transactions across multiple modes like wallets, UPI and payment gateway.  PhonePe : Majorly into UPI payments. ...  PhonePe : It has recently started it's wallet service

16. Daily/Active Users of online Payments app From Q4 2019 – Q1 2020. Pay tm – 39 Million users Gpay – 19 Million users Phonepe – 17 Million users

17. Analysis of   Pay tm First mover advantage Tie-ups with merchants Bucket of services Offers Lack of awareness amongst user Fear of going cashless Poor customer care Growing Demand for aggregators Lockdown, Aatmnirbhar Bharat The surge in the number of working professionals Competition Growing concerns about safety.

18. In 2014, Pay tm CEO “Vijay Shekhar Sharma” appointed McCann World group as Advertising agency. A d Anal ysis

19. In 1930 It was formed with the merger of two companies Erickson (1902) and H.K. McCann (1912) In New York. This Company is very Popular for its campaign Like it created the Famous Campaign for Coca-Cola “It’s the real thing” and for Nescafe “Gold Blend Couple” ad. In India it has its office in New Delhi. In 2018 McCann India won the Gold For the new Pay tm ad campaign of “Sweet Candy”.

20. Simple and realistic situation was used. Rational Appeal was there. Product feature and details were given.

21. A d Anal ysis

22. In July 2014 Campaign - Simple & incredible recharge Advertising agency – McCANN World group .

23. Message - “Shayad recharge karna kabhi itna aasan ho” tab tak Pay tm . Appeal – Functional & Humorous appeal , funny scene was used to do a recharge. Objective – The main objective of the company is to increase its customer base through this ad. Impact – Customer start using Pay tm to do the mobile recharges. Pay tm app got featured as best app for mobile & DTH recharges in apple store in 2014 . Anal ysis

24. In April, 2015 Campaign – “Zindagi jeene ka nya tarika shuru kro ” – Pay tm kro ! Advertising agency – McCANN World group .

25. Message – Zindagi jeene ka nya tarika shuru karo. Appeal – Emotional & Rational appeal is used by showing the utility and relevant use of Pay tm. Objective – To attach people with the brand by using this song. Impact – Customers start using Pay tm in their everyday situations. Anal ysis

26. On 26 th may, 2016 Campaign – “ Pay tm kro ” song by jasleen royal. Advertising agency – McCANN World group .

27. Message – To eliminate the hassles of payments. Appeal – Emotional and Functional appeal. Objective – To make the national economy cashless i.e. through online payments. Impact – Song was loved by so many people & within 3 days it was able to get 10 million view on social media. Anal ysis

28. On 12 th Nov, 2016 after Demonetisation Campaign – ATM Nahi , Pay tm kro ! Advertising agency – McCANN World group .

29. Message – To use Pay tm as a substitute of cash payments. Appeal – Functional and Humorous appeal. Objective – To attract more customer to use their app. Impact – As a result , a lot of new Peoples started using Pay tm and on google play store it crossed 50 Million downloads . Anal ysis

30. On 13 th Nov, 2016 Campaign : Drama band karo , Pay tm kro ! Advertising agency – McCANN World group .

31. Anal ysis A lot of people feel mocked at their situations. Negative responses received on this ad.

32. On 14 th Nov, 2016 Campaign – Paytm changed their “ drama   band karo ” line with  “ hamari chinta na karo” – Pay tm kro ! Advertising agency – McCANN World group

33. On 16 th jan , 2017 Campaign – Language no Bar , Pay tm kro ! Advertising agency – McCANN World group

34. Message – To inform people from different regions that Pay tm is now available in different languages. Appeal – Social and functional appeal. Objective – To encourage more people to use Pay tm . Impact – A Lot of people from different regions started using Pay tm especially the rural area ones. Anal ysis

35. On 16 th Oct, 2017 Campaign – Apno ko khush karo, Pay tm kro ! Advertising agency – McCANN World group

36. Message – To help those people who take care of you. Appeal – An Emotional appeal is used. Objective : To make the brand image as a caring brand. Impact : Attachment of users with the brand. Anal ysis

37. On 19 th Jan, 2018 Campaign – Dildaar rho, Pay tm kro ! Advertising agency – McCANN World group

38. Message – To inform the customers about the ALL-IN-ONE QR code. Appeal – Humour appeal . Objective – To make Pay tm as a convenient mode of payment for shopkeepers as well. Impact – It promotes the mind set of shopkeepers that “it feels bad to not have an E-payment system”. Anal ysis

39. On 29 th Jan, 2018 Campaign – Now gain without Bargain – Pay tm kro ! Advertising agency – McCANN World group

40. Message – To inform customers about it’s new offer , for the first time UPI transaction you will receive a cashback of Rs. 50. Appeal –Rational appeal. Objective – To attract the competitors customer who are using Gpay and Phonepe for their Upi transactions. Impact – The platform touched Rs. 68 millions transactions in February, which increased by 33.33% from 51 million in January. Anal ysis

41. On 28 th April, 2018 Campaign – Ab bank transfer ke liye bhi , Pay tm kro ! Advertising agency – McCANN World group

42. Message – A new feature was launched by Pay tm which enables the user to transfer money from one bank to another bank without any charge. Appeal – Humour appeal. Objective – To attract competitor’s customer towards Pay tm . Impact – People start using Pay tm as a medium of bank transfer system. Anal ysis

43. On 23 rd Mar, 2019 Campaign – Kisi ki life ka Paytm bano - Pay tm kro ! Advertising agency – McCANN World group

44. Message – Embrace technology to help each other. Appeal – An Emotional appeal is been used. Objective – To provide Banking and financial service to half a billion unserved people. Impact – This ad was launched at the time of IPL , A lot of audience attract towards it. Anal ysis

45. On 23 rd Sep, 2019 Campaign – So many QR codes, Pay tm kro ! Advertising agency – McCANN World group

46. Message – To convey Pay tm is only the app that customer needs. Appeal – Humour appeal. Objective – To target new customers. Impact – This ad makes the app a little flexible as to scan any code using Pay tm . Anal ysis

47. On 15 th Aug, 2020 Campaign – Aazadi ki goonj Advertising agency – McCANN World group

48. Message – Social message was there in the ad and we want to show that India is unstoppable in spite of pandemic situation. Appeal – A social appeal was there and patriotic emotions were shown in the ad. Objective – To make life simpler by digital payments. Impact – Positive response on social media. Anal ysis

49. On 13 th Sep, 2020 Campaign – Phone par kon tha ! Advertising agency – McCANN World group

50. Message – Beware of fraudsters. Appeal – Humorous and rational appeal. Objective – To make the brand image. Impact – This ad became popular on social media as they used the popular character “ kokila ben ” . Anal ysis

51. Over all Anal ysis Informative ads. Real life situation based. Competitive ad. Functional & Emotional appeal. From 2015-19 they continue their ad based on rhyme Pay tm kro ! In 2020 they are using “ Proudly Indian ”, as to promote “ Aatm Nirbhar Bharat ”.

52. Our Cam paign TVC 1 – Cash ki chinta mat kro – Pay tm kro ! TVC 2 – We care for you ! Print ad – Paiso ka boj kam kro – Pay tm kro ! Radio ad – Surakshit Raho – Pay tm kro ! Digital Ad - Pay tm wallet

53. TVC-1 Cash ki chinta mat kro – Pay tm kro !

54. TVC-2 We care for you !

55. Print Ad

56. Radio ad – Surakshit rahe , paytm kre !

57. Digital Ad

58. BUDGET ALLOCATION FOR DIFFERENT VEHICLES

59. The most common advertisements are "spot commercials", which normally last for no more than one minute, and longer programs, commonly running up to one hour, known as "informercials". RADIO On radio 93.5 ( ₹ 5000/10sec) and 98.3 ( ₹ 4000/10sec) Duration of our advertisement: 17sec Budget allocated: 1,53,000 / day frequency : 10 times/day

60. A television advertisement is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product or service Television On television :Colors tv ( ₹ 5000/10sec) , Star Sports 2( ₹ 7000/10sec) Duration of our advertisement:19sec Budget allocated: 228000/day frequency: 10 times / day

61. Facebook , twitter , You tube Social media advertising, or social media targeting, are advertisements served to users on social media platforms. Social networks utilize user information to serve highly relevant advertisements based on interactions within a specific platform. On facebook , twitter and YouTube Budget allocated: 10000/ day frequency :6 times/ day

62. Newspaper advertisement Newspaper display advertising is a form of newspaper advertisement - where the advertisement appears alongside regular editorial content. In The Times Of India (front page) Budget allocated: 350 /day for a 10cm square advertisement Frequency: 1 advertisement/day

63. Billboards Budget allocated: 4500000 On billboards Frequency : 100 bilboards A billboard is a large outdoor advertising structure, typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Billboards will be put up in major cities like Delhi, Gurugram, Bombay, Chennai and Hyderabad.

64. Total budget allocation Time Per day Per month Per year Eexpenditure on advertisements excluding billboard advertisement 3,91,350 1,17,40,500 +45,00,000 =1,62,40,500 142842750 [phone] =15,63,42,750 Total Expenditure: 2215300 per day +450000 (153000on radio + 228000 on television + 10000 on social media + 350 on newspaper +4500000 on billboard)

65. Promo tional Activ ities Cross Marketing Social Media Marketing

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73. Thank you Team Paytm - Ankur Kumar Vijay Wadhwa Yogita Sharma