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Paytm withdraws ad on demonetisation following social media backlash

15-November-2016
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Paytm withdraws ad on demonetisation following social media backlash

Mobile wallet company Paytm which has been in the news ever since the demonetisation of Rs 500 and Rs 1000 currencies became public, was recently forced to withdraw their ad after receiving a lot of social media backlash. The ad conceptualised by McCann Delhi created the campaign ‘Drama Bandh Karo…Paytm Karo’ where the upper class is seen asking the lower class citizen to stop over dramatising the situation and to just use Paytm for simple transactions.

Twitteratis took offence in the content of the ad, as a result of which, the brand withdrew the earlier ad and came up with their latest campaign with their tagline -‘ATM nahi, Paytm Karo!’ A lot of people had threatened to uninstall the app if the brand fails to take the requisite action and there were also some, who expressed their surprise and called the brand a coward for coming under pressure so easily and withdrawing their creative.

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Following are excerpts of conversations on social media:

In the last few days, along with the other e-wallet brands promoting cashless transactions, Paytm has been advertising aggressively. For their print ads, the brand used Narendra Modi’s picture and congratulated him for taking the ‘boldest decision in the financial history of independent India’. Using the hashtag Ab ATM nahin, #PaytmKaro they ran full page ads in mainline papers.

Delhi CM, Arvind Kejriwal took pot-shots at the brand through his tweet where he talks about it being the biggest beneficiary of PM’s announcement. To which, the CEO of the company, Vijay Shekhar even responded.

Paytm saw an overwhelming 435 per cent increase in overall traffic as consumers increasingly took to using the Paytm wallets for their transactions. The company also registered a 200 per cent hike in number of app downloads and 250 per cent surge in number of overall transactions, all this within hours of the decision being made public. According to a recent statement released by the company, Paytm has crossed 50 million downloads on Google Play Store in the second week of November; with this the brand’s Android user base has now grown to over 75 million.  

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