IPL is India's Super Bowl - the most contested advertising real estate in the country. Paytm needed to use this moment to launch a genuinely new product behaviour: direct bank-to-bank transfers through the Paytm app, with no wallet KYC required, at zero charges.
The challenge wasn't awareness; Paytm was already a household name. It was a behaviour change. Getting 500M+ Indians to understand and trust a new transaction mechanic.
Created 5 quirky slice-of-life films, everyday moments where the friction of payments disappears instantly. Each film showed the use case, not the product. Released across IPL prime time in 7 languages, plus digital, social, print, and OOH simultaneously. The phrase "Paytm Karo" embedded itself into everyday language, the clearest signal that a brand name has become a verb. Featured in Dentsu International's agency credentials.
The challenge wasn't awareness; Paytm was already a household name. It was a behaviour change. Getting 500M+ Indians to understand and trust a new transaction mechanic.
Created 5 quirky slice-of-life films, everyday moments where the friction of payments disappears instantly. Each film showed the use case, not the product. Released across IPL prime time in 7 languages, plus digital, social, print, and OOH simultaneously. The phrase "Paytm Karo" embedded itself into everyday language, the clearest signal that a brand name has become a verb. Featured in Dentsu International's agency credentials.
