SWEET CHANGE

TitleSWEET CHANGE
BrandPAYTM
Product / ServicePAYTM WALLET
CategoryA06. Financial Products & Services, Commercial Public Services, B2B Products & Services
EntrantMcCANN INDIA Mumbai, INDIA
Idea Creation McCANN INDIA Mumbai, INDIA
Media Placement McCANN INDIA Mumbai, INDIA
Production COLLECTIVE ART Mumbai, INDIA

Credits

Name Company Position
Prasoon Joshi McCann Worldgroup Chief Creative Officer
Prateek Bhardwaj McCann Worldgroup National Creative Director
Kapil Batra McCann Worldgroup India Executive Creative Director
Rohit Devgun McCann Worldgroup India Executive Creative Director
Utsav Khare McCann Worldgroup, India Creative Director
Gourav Verma McCann Worldgroup, India Art Director
Gaurav Sharma McCann Worldgroup, India Copywriter
Arpan Kalita McCann Worldgroup, India Designer
Jeet Kalra McCann Worldgroup India Agency Producer
Satish Kataria McCann Worldgroup, India Editor
Saurabh Kabra Collective-Art Director

The Campaign

Shopkeepers citing lack of change and handing candies to customers is a very common sight in India. This insight gave birth to our creative idea. To tackle this problem of forced candies, we launched another candy - 'Paytm Sweet Change'. Like normal candies, shopkeepers handed 'Paytm Sweet Change' candy instead of change. But unlike the usual candies that meant losses for the customers, our candies could be redeemed for their real worth. By downloading the Paytm app and entering the code at the back of the candy wrapper in the app.

Creative Execution

‘Paytm Sweet Change’ candies were given to all major grocery stores and vendors across Delhi NCR to handover to customers instead of change or other candies. Over 2 million candies were tendered as change during this month long activity.

Results

We made 1 million people discover the ease and advantages of Paytm. Cost of acquiring a new user came down from Rs 60 to Rs 12. 36% downloaders during the month long activity remained active users even afterwards.The activity saw an increase in conversations on social media and thus reached people even outside of Delhi. This ensured a positive rub off on brand Paytm even in cities where this activity didn't even take place. Now, seeing the success of this activity in Delhi NCR, 'Paytm Sweet Change' candy is all set to be launched in other parts of India too. So more and more people can experience something that's sweeter than hard cash- 'Paytm Sweet Change'.

India is a cash economy. That's why there's always the problem of change. So shopkeepers have come up with another currency - candy. Every time the shopkeepers tender candies instead of change, customers end up losing one, two, five or even ten bucks in a go. Obviously this leaves the customers unhappy.Paytm, an India e wallet brand, decided to tackle the problem of candies by launching another candy- 'Paytm Sweet Change'. But unlike other candies, customers could redeem this one for its actual worth by downloading the Paytm app. Thus we were able to generate a direct response from them.

We targeted customers who were paying in cash for their day to day transactions but could graduate to Paytm if given a reason. And 'Paytm Sweet Change' candy became one. To redeem the candy's real worth the customer had to download the Paytm app. We were confident once they used Paytm, they will discover its ease and advantages over cash.