Want to celebrate the trust of merchant partners: BharatPe CMO Parth Joshi

Joshi speaks to e4m about the brand’s recent campaign ‘Hai Yakeen’, the marketing strategy and his take on roping influencers   

e4m by Mansi Sharma
Published: Jul 4, 2022 8:34 AM  | 3 min read
Bharat Pe

Rising above the transactional relationship that a consumer has with a brand, BharatPe is focusing on building deeper bonds, on the back of trust, with its 8 million+ merchant partners. And this is what gave birth to its latest ‘Hai Yakeen’ campaign, CMO Parth Joshi told exhange4media.com in a recent virtual conversation.

Speaking about the idea behind the campaign, Joshi said, “We believe in the potential of millions of merchant partners who are using our payment platforms and lending solutions to achieve their dreams and expectations. We, therefore, wanted to elevate our brand amongst the community and celebrate the trust that these merchants have in us. ‘Hai Yakeen’ perfectly encapsulates that feeling and connects with the TG at a different level.”

Conceptualised by McCann and directed by Anupam Mishra, the film crafts stories of 6 small business owners and highlights how they fulfilled their big dreams with resilience, innovative thinking and hard work. The film also establishes the trust BharatPe has in the high growth potential of the offline merchants, while helping them with best-in-class fintech products that are enablers in their growth story.

Joshi further added that the tagline ‘Hai Yakeen’ goes beyond the transactional aspects of a fintech business and connects well with the merchant partners of ‘Bharat’ and not just ‘India’. “This messaging goes down to the very root of our DNA wherein we are supporting these small businesses with our payment and lending solutions because we trust their potential,” he quipped.

The television campaign is being supported by a high decibel 360-degree approach, which also covers digital and OTT media (media duties handled by GroupM Motivator). But Joshi has strategically refrained from doing any influencer marketing for this campaign.

He elaborated, “We have a very pin-pointed approach to media. You can’t be using a marketing tool just for the sake of it. For this particular campaign, we don’t think having an influencer partnership would make sense as the campaign is all about the merchants. And even when we do influencer marketing, we only work with influencers who are experts in the domain and are in the position to add value to the TG.”

Talking more about the overall marketing strategy for the brand Joshi said, “We follow an omni-channel approach but our choice of media and frequency is very campaign-specific. Each campaign has its own objectives and delivery parameters, which we keep in mind while choosing how and when to reach out to our TG. We lead via mainline and use digital for more one-to-one communication to reach the right audience with the right messaging at the right time. Facebook, YouTube, and vernacular social media channels are a key part of our marketing strategy.”

Speaking more about ‘Hai Yakeen’, Joshi quipped that the campaign is the start of a larger narrative. “The early reactions to the campaign are largely positive. And that’s why we want to expand on it holistically. We just don’t want to do lip service and keep on making brand films but also build solutions for our merchants that improve the ease of doing business for them,” he concluded.

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