We plan to spend Rs 200 cr on ‘Scan any QR to pay using Paytm’ campaign: Jaskaran Kapany

The Marketing Head of the digital payment platform talks about the rationale behind their ‘Scan any QR to pay using Paytm’ campaign, and more

e4m by Anjali Thakur
Updated: Oct 9, 2019 9:26 AM



The season of festivity is here and so is the season of opportunities for brands. Digital payment player Paytm has launched its new marketing campaign about just scanning any QR code to pay. The company has partnered with over 14 million merchants across the country and hopes to expand its reach to another set of 2 million retail outlets in the market with this new offering.

In a conversation with exchange4media, Jaskaran Kapany, Marketing Head, Paytm, shares the rationale behind the campaign, their marketing spends, Paytm’s growth in payments, and the disruptions they are planning to bring to the table.

Edited excerpts

Tell us about your new campaign, ‘Scan any QR to pay using Paytm’. What was your rationale behind it? How are you planning to market it?

The retail environment is incredibly dynamic with constantly evolving needs from both the user and the merchant ecosystem. We have been closely observing these needs and believe in providing innovative solutions that simplify the day-to-day lives. Our latest ‘Scan any QR to Pay’ innovation allows users the additional flexibility to scan any QR code through their Paytm app & make payments directly from their linked bank account, all in a matter of seconds. Shop owners also benefit immensely given that consumers can make instant QR payments and don’t have to wait in long queues etc. Also, merchants receive payments directly in their bank accounts. In short, it’s a win-win for both.

With this background, we have launched a new high decibel marketing campaign across TV, Digital, Radio, OOH & even BCCI India Cricket matches to ensure that this ease of digital payments using Paytm reaches consumers & merchant partners across the length & breadth of the country. The TV ad films showcase different age groups but the underlying message remains the same- How users can scan any QR code using the Paytm app to make payments in a jiffy. The new campaign involves many tongue-in-cheek dialogues between characters & film plots which resonate in our day-to-day life.

We are glad this feature has been well received by our merchant partners & customers and is seen as adding more convenience to their lives.

What is Paytm’s marketing spends or budget?

At an overall level, we will spend upwards of Rs 200 crore across various initiatives to take our message to the masses.

Can you share Paytm’s growth in payments?

Paytm is accepted at over 14 million retail outlets, with over 70 per cent share in the sector. The target is to reach 25 million outlets by end of this financial year. Also, we have already processed over 1.2 billion merchant payments in just the first quarter of this fiscal year. The target is to take it to 1.5 billion this festive season. We are confident that this campaign will help us take this to the next level.

The market is evidently in the midst of a slowdown, will online transactions see a drop as dispensable income of a consumer is likely to fall and so are buying patterns?

We are not witnessing any such drop. In fact, the momentum is only picking up as we get into the festive season.

Are people comfortable about big ticket transfers on Paytm, what is the average spend per user per transaction?

With the interoperable UPI, we have seen customers increasingly make large transactions, across categories. This will only increase over a period of time. Factors like increased online payment awareness & interoperable UPI facilities will lead to this.

Google Pay has announced a number of interesting features, what is the next disruptions you are planning to bring in the market? What is your strategy to stand out?

As mentioned earlier, we have already processed over 1.2 billion merchant payments in just the first quarter of this fiscal year. Paytm is accepted at over 14 million merchant outlets. With time, these numbers will only grow steadfastly. As the leader in the payments industry, we will keep on bringing out new innovations like ‘Scan any QR’ and many more into the payments ecosystem to ensure that both our users and merchant partners keep enjoying our incredible app experience.

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