Paytm: Pepsi Recharge Campaign


Client: Paytm         
Category: Financial Services, Insurance
Agency: One97 Communications Limited
Country: India
Year: 2014


Campaign Summary

Paytm, which stands for "Pay Through Mobile," is India's mobile and direct-to-home (DTH) recharge destination. ("Recharging" means refilling one's balance on a card.) People can pay their phone and utility bills using Paytm too. Its services are available across platforms from web to mobile web to mobile apps. At the time of this campaign, Paytm recently added shopping to its offerings and today runs a full-fledged marketplace across its platforms, in addition to recharge and bill payments.

Since last year, has grown to become the largest player in India in its space with over 300,000 daily transactions. However, since their business runs on low margins, Paytm's success depends on maintaining high sales numbers, so it partnered with Pepsi in a mobile campaign that gave consumers free recharges.


Objective and Context

Paytm's target group includes all mobile phone users and people with DTH TVs throughout India.

Since recharge and bill payment customers have many options, it's difficult to gain and retain customers. Paytm must ensure that its services are accessible at the customer's convenience, without technical or service issues, and it must provide additional value beyond its competitors. To stay competitive, Paytm needed to continue to leverage the extra services it offers, such as Paytm cash and Paytm coupons, and its social media presence.

Paytm needed to increase its focus on mobile to expand its customer base. Since the product itself is mobile-centric, mobile media are essential for instant returns.


Creative Strategy

Paytm partnered with Pepsi to offer a free recharge on Paytm with the purchase of select Pepsi products. The campaign was advertised in a television commercial featuring the popular Indian actor, Ranbir Kapoor, and was larger than the company's previous advertising efforts in terms of both scale and brand visibility.

The mobile component of the campaign included: mobile banner advertising, app install pushes, app notifications, and advertising with search engine optimization on Paytm sites, as well as third party sites.



Less than four months into this campaign, Paytm had added millions of customers. Daily transactions increased significantly. Transactions peaked at 150,000 per day. Since the campaign began, the number of transactions has doubled to a consistent 300,000 per day.

Paytm's strategy of putting mobile first has paid off. There were:

  • More than 300,000 daily orders.
  • 48 million unique users in 2013.
  • 14 million registered users.
  • 6 million app installs across platforms.
  • More than 150,000 orders daily from mobile apps.
  • More than 15 million visits per month.
  • More than nine million orders per month.
  • 55 percent total of mobile orders.
  • More than 3.5 million stored credit cards.
  • 10 million wallets.
  • More than 40,000 new users acquired everyday.








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