Paytm’s OOH campaign delights customer base with ‘7 pe 70’ offer

The brand rolled out an OOH campaign to unveil new offer

e4m by Aarti Pahwa
Updated: Feb 28, 2018 12:51 AM

Paytm, which has become a household name in the world of digital payments, has been introducing many attractive offers to their loyal customer base. Its 7 pe 70 offer has just brought more excitement for Paytm users. The Offer is applicable across India at Grocery Stores, Retail Stores, Restaurants, Petrol Pumps, Dairy outlets, Pharmacies, Parking, Auto/taxi Rides, Hospitals, Automobile Services, Beauty & Fitness etc. on payments done using mobile number/QR Code at selected merchants registered with Paytm.
Keeping the widespread user base across India in mind, brand Paytm has come up with an Out of Home campaign that is spread across 23 cities. The strategy of the campaign was to have presence in order to create top of mind recall for the brand while OOH media was planned to create awareness and saliency through high impact sites.

To ensure that the communication reaches maximum people, frequency-building media options were given more weightage in the plan for areas where most of the transactions are taking place.
Sharing his thoughts on the communication objective, Jaskaran Singh Kapany, Vice President – Paytm, said, “All mediums come with their inherent strengths and weaknesses. Mostly, it is a combination of media that helps deliver on a particular set of business objectives. In this case, OOH has been strategically placed only at high footfall shopping areas to announce our 7pe70 offer and to reinforce how rewarding it is for consumers to make payments using Paytm. There has been a nationwide exercise on our part to first identify such catchments areas and then place our OOH strategically here to help build and reinforce the association of payments using the Paytm app. We are seeing a very healthy increase in transactional volumes in places where this initiative has been done. In addition to OOH, we have also used Print and Radio on a national scale.”

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