Top Story


Home >> Advertising >> Article

Paytm, MobiKwik, Bluestone, Big Bazaar and Zomato encash on PM Modi’s surgical strike on black money

Font Size   16
Paytm, MobiKwik, Bluestone, Big Bazaar and Zomato encash on PM Modi’s surgical strike on black money

On Tuesday late evening, Prime Minister Narendra Modi in his televised address to the nation, announced demonetisation of Rs 1000 and Rs 500 notes thereby making these notes invalid in order to tackle the menace of black money, fake currency and corruption. Those having these notes can still deposit them in their banks from November 10 till December 30, 2016. After this, one is required to show ID proof in order to change these notes till March 31, 2017.

New notes of Rs 500 and Rs 2,000 would be released and circulated from November 10 in the market. While this sudden announcement created a lot of panic among the general public as all banks, ATMs and post offices will remain closed on Wednesday today, several brands such as Paytm, MobiKwik, FreeCharge, Zomato, Bluestone and Big Bazaar encashed on this opportunity to connect with their audience through interesting campaigns using social media or sending messages to customers saved on their data base. This targeted marketing by brands using a topical issue like ‘PM Modi’s surgical strike on black money’ helped them to grab good eyeballs.  


Mobile wallet Paytm reminded their customers on social media as well as on the app asking people to go cashless. It urged them to add money to their Paytm wallet, so that they can use it without any difficulty. The brand also promoted this message using their hashtag #Paytmkaro


Mobikwik connected with their consumers by asking them not to panic and use their service, which can allow them to pay any bills without the usage of cash. It urged the consumers not to rush to ATMs and create unnecessary chaos and instead to go cashless.


The brand also supported PM Modi’s attempt to curb black money and used the hashtag #Freechargenotcash to connect with the trending topic on this occasion.


Online jewellery store Bluestone sent out messages to people telling their customers that the value of Rs 500 will become zero after midnight, but 5gms Gold today will be 5gms gold forever.

Big Bazaar:

Big Bazaar took opportunity of the moment and kept their stores open till 11:50pm. Kishore Biyani, Founder and Group Chief Executive Officer, Future Group also shared this news from his own Twitter handle.


Online food ordering app, Zomato highlighted their feature of accepting payments online and promoted this on social media. 

Tags paytm MobiKwik BlueStone Big Bazaar Narendra Modi

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular