Paytm: Helping India cope with the death of cash

Digital wallet Paytm used a multimedia approach to bring its services to the poorest in India, in the wake of a ban on two high-denomination currency notes.

Campaign details

Brand: Paytm Brand owner: One97 Communications pvt. ltd. Lead agency: McCann Worldgroup India Country: India Industries: Digital payments Media channels: Direct marketing, Mobile & apps Budget: 500k - 1 million

Executive summary

When the Indian government announced on November 8, 2016 that it was banning two high-denomination currency notes, it threw the country into chaos. People made a run on banks and long lines formed outside ATMs. It was survival of the 'digi-est'. If y