India — Paytm, leading technology and financial services company, has rolled out a new campaign that centers around financial autonomy and Paytm’s convenient mobile payment platform. The digital film was done in association with Dentsu Impact and the creative agency from dentsu India.
The campaign is set amid New Year celebrations and features a common phenomenon that is often trivialized, thereby inviting the audience to challenge their perception of women and their financial dependency.
The film centers around a lady who is bought free drinks by another man in a bar, whom she approaches and pays back candidly with Paytm’s mobile payment platform. True to its message, the film closes with both parties feeling satisfied with the encounter, creating a campaign that both men and women can learn from.
Anupama Ramaswamy, national creative director & managing partner for Dentsu Impact, commented on the campaign, saying that giving it back, by paying it back makes the intent of this campaign palpable for both women and men.
“The New Year campaign demonstrates how it pays to challenge the conventions of how we think of finance and gender. And any challenge to the traditional way of accepting things makes the brand and the message it conveys modern and aspirational, striking a chord especially with a younger generation,” shared Ramaswamy.
Last March, the e-commerce payment and fintech company also released a campaign for Women’s Day in association with Denstu Impact, titled ‘The Divide’, that highlights empowerment in financial literacy with women.