Campaign details
Brand: PaytmBrand owner: One97 Communications Pvt. Ltd.Lead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Digital paymentsMedia channels: Mobile & apps, TelevisionBudget: 500k - 1 million
Executive summary
In the autumn of 2016, Paytm had become India's largest mobile wallet by a considerable margin, but it had started to face a unique problem. Its usage amongst its 140 million users had started to plateau – limited mostly to online bill payments.
If the brand couldn't create new usage occasions, it wouldn't grow, and since usage occasions had been...