SWEET CHANGE

Silver Spike

Case Film

Presentation Image

TitleSWEET CHANGE
ClientPAYTM
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

The Campaign

Shopkeepers handing over candies to customers citing lack of change 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 over 'Paytm Sweet Change' candy as change, but unlike the usual candies, which meant customers lost out on money, 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

Shopkeepers in Delhi NCR were incentivized to stock and handover 'Paytm Sweet Change' candies to customers instead of change or other candies. All major grocery stores and vendors across Delhi NCR stocked 'Paytm Sweet Change' candies for the entire month this activity was carried out.

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.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. 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 a problem of change. So shopkeepers have come up with another currency, candy. These candies are forced on customers citing lack of change. Obviously this leaves the customers unhappy as they end up losing money each time they transact. 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 for its actual worth. And that's how we turned India's second currency into a powerful medium to encourage people to pay digitally.

Insights, Strategy and the Idea

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 advantage over cash.

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