The ad film, in usual Paytm style, takes viewers on a musical journey across the country and shows how they can shop through the Paytm Mall app — whether it’s getting an authentic Banarasi sari in Kolkata or buying products from a trusted store while sitting at home, and also receive rewards like cashbacks. The ad further talks about the transition from offline to online shopping by showcasing a man searching for a certain size of a shirt in a shop. The shop assistant suggests for him to try searching on the Paytm Mall app, establishing the messaging that ‘Paytm has it all’.
18-40 year-olds, pan India
To strengthen Paytm Mall’s position as a trusted technology partner for shopkeepers and authorised brand sellers to enlist their stores online and reach out to a wider set of customers.
Having launched Paytm Mall around six months ago, this seems to be the first communication by the brand highlighting the app’s features and its usage. As a result, the ad seems to capture the essence of Paytm Mall, the width of its offerings, scale, the offline to online edge, and its payment mechanism (QR code) but does not really bring out an emotional aspect that connects with the viewer. Although the ad is presented from a viewer’s point of view, it seems to specifically target businesses that can associate with Paytm Mall.
Unlike its competitors, Paytm has moved on from trying to educate people on the ease and effectiveness of using wallets. The brand is now focussing on establishing its Paytm Mall app as the new shopping destination. Moreover, Paytm has been the only one in its category to advertise consistently and aggressively to carve a niche for itself.
Tone of Voice
With the festive season around the corner, shopping seems to be on the top of everyone’s mind, and the fight between offline and online shopping is set to escalate soon. In the midst of this frenzy, comes Paytm with Ab Shopping ke liye bhi, Paytm Karo!
The ad attempts to carve a niche for its shopping app Paytm Mall just before festive shopping begins.
The aim is to break into the traditional e-commerce players’ stronghold by establishing the app as a place where users can shop for anything, with easy payment mechanisms. Being the first communication for Paytm Mall, the brand attempts to keep the creative direct and simple in a bid to connect with users and authorised brand sellers alike. Given how Paytm tried to revolutionise things through its wallet, Paytm Mall tries to toe the same line through its distinctive features.
But in an attempt to keep it simple, the ad film gets too explanatory, losing a viewer’s interest. One or two vignettes would have done the trick (the ad has four examples on how to use the app), but the TVC seems to drag on with the brand trying to teach audiences on how to use the app, its benefits and more. A tad too much for today’s connected individuals, we think! Considering its past campaigns, the brand could have done a better job at making the ad for its new proposition creatively appealing.