Cricket has given us immense salience & stature at national level: Jaskaran Kapany, Paytm
Jaskaran Kapany, Vice President, Paytm tells us more about the reasons behind associating with cricket and how they are planning to leverage the current IPL season
Digital wallet and e-commerce payment player, Paytm has been a part of Indian cricket journey from quite some time now; the brand is the Official Umpiring Partner of the ongoing IPL season. The core reason behind this long association with cricket is that the partnership has worked in favour of the company. Jaskaran Kapany, Vice President, Paytm, explains, “The association has worked very well for us at various levels through the years. It has given immense salience and stature to the brand at a national level. We have had the unique distinction of being a long-term ‘on-ground’ partner with both BCCI cricket since 2015 and with the IPL since 2018 (for a period of 5 years).
According to him, “Being the Official Umpire Partner entitles us to brand the umpire’s uniform and also comes with a host of benefits including side-screen presence, decision reviews, etc. We are also present on-air with different TVCs coming in at different points of the IPL. All these initiatives give us tremendous salience in one of the most watched events, therefore enhancing brand stature. The proof in the pudding is that we were second ‘Most Recalled Brand’ in IPL, last year. This is no mean feat given the extreme level of clutter we see on-ground and on-air”.
The brand kick-started this year by launching an emotionally appealing campaign. When asked if there were any specific reasons behind touching an emotional chord, Jaskaran replied, “We firmly believe that technology is not merely about the benefits transferred to an individual, but also about the benefits transferred to the collective i.e the society at large. Our new campaign aims to not only bridge the divide between the tech-savvy and the unfamiliar, but also to leverage the power of technology as an ‘enabler’ of the masses and make a difference in their lives. Our new brand thought of ‘Kisi ki life ka Paytm Bano’ embodies this philosophy and urges everyone to lend a helping hand to others. The messaging is in sync with our vision of bringing banking and financial services to half-a-billion un-served and under-served Indians”.
He elaborated, “We are a brand for the masses. And what could’ve been a better launch vehicle for this new brand thought than the IPL, India’s greatest ‘mass’ sporting event which has millions of Indians hooked on to it? We are confident that this new campaign will go a long way in strengthening the trust that millions of Indians have reposed in us”.
Speaking on how campaigns play an important role in the brand’s recall value, he said, “Over the years, we have done many innovative on-ground activations ranging from the ‘Paytm se Stadium’ initiative wherein Paytm customers have had a chance to get their shopping packages ‘delivered’ by leading Indian cricket players before the match, to the innovative 'Digital Money Transfer’ and the ‘Man of the Match’. We have also launched many of our mass brand campaigns on important cricket series and at the IPL consistently over the years”.
The brand is planning to leverage the ongoing cricket season through various modes, ‘’we have just launched the initial wave. Lots more will be seen in the weeks to come” he added.
As sporting leagues are gaining momentum across the country, brands try their best to associate themselves with such leagues, because it gives them better reach and wide visibility. Paytm's philosophy seems different from others. Jaskaran specifies, “As of now, we are committed to cricket”.
Explaining what kind of ROI the brand is expecting from this partnership, he said, “We can already see very good traction in the first two weeks of being present in the IPL. Overall, Paytm's visibility has seen a significant increase. App installs have also seen good traction. We are quite confident we will end the season on an all-time high”.
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