Ad Campaigns
Paytm launches Rs 50 crore marketing campaign for IPL
MUMBAI: Paytm has launched its new brand campaign on the Indian Premier League (IPL). Through this brand film, it aims to reinforce its position as the leader in the mobile commerce space. The outlay for this marketing campaign is in the range of Rs 50 crores, where Paytm is an associate sponsor on Sony and is also the official partner of Mumbai Indians.
The campaign is led by TV and the thematic film tries to establish Paytm as the simpler, more convenient solution to a significant number of slice of life, everyday situations. It weaves together an interesting narrative of the broad range of services such as mobile wallet, mobile and DTH recharges, money transfer and online shopping that Paytm provides. The campaign will be amplified through radio, outdoor and other media vehicles.
McCann is the creative agency on the account, and the TVCs are directed by Pushpinder Singh. Flying Saucer is the production house.
McCann was recently appointed as the Agency on Record (AoR) for Paytm and will be handling the creative account for Paytm going forward.
The montage ad begins with a rakhi scene in which a brother surprises his sister by transferring money in her Paytm wallet after the ritual. Next comes the scene where a husband is in the middle of preparing a dish for his wife by taking tips from a TV show, when suddenly the show stops as the DTH recharge gets over. This is when his wife activates the recharge through Paytm and the cooking continues. The ad moves on to showing a homesick son, going to the war front and how he brings a smile on his mother’s face by sending her a mobile recharge through Paytm, making sure distance doesn’t separate them. The ad then shows how a passenger transfers money into the Paytm wallet of his taxi driver as he doesn’t have change, showing the convenience of money transfer in a last minute situation. Lastly, the TVC ends with a lady bargaining while shopping online and making the purchase at the price of her choice, which again is another crucial feature that Paytm offers.
Paytm SVP Shankar Nath said, “The one minute long commercial knits together the multiple services (mobile wallet, mobile and dth recharges, money transfer and online shopping) that we provide to make life simpler, easier and hurdle-free for our customers. The TVC dovetails perfectly with our objective of making everyday life simpler for a vast majority of Indians. We have attempted to illustrate our solutions through a warm, slightly emotional narrative and are confident that it will resonate well with our audience. We already enjoy a significant goodwill among our users and our marketing initiatives on IPL will help in establishing us even more as credible, mass and consumer friendly brand.”
Paytm’s app regularly features among the top five apps in the country, and is currently the second most popular app on Google Play and Apple’s App store.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
