The slide contains the analysis of 5 digital wallets advertisements. Namely Paytm, Paypal, Android Pay, Apple Pay, Mobikwik. There's a video link to each advertisement analysed. Analysis done on the basis of AIDA

1. DIGITAL WALLETS
1. Paytm: https://www.youtube.com/watch?v=R1_MhVkvr8o
2. Paypal: https://www.youtube.com/watch?v=1dF9t_xQGks
3. Android wallet: https://www.youtube.com/watch?v=OueObu2aA_M
4. Apple Wallet: https://www.youtube.com/watch?v=58gAy85dwf0
5. Mobikwik: https://www.youtube.com/watch?v=y5pAeAuZt2Q

3. About PayTM
• Founded 2010
• Founder Vijay Shekhar Sharma
• History : Paytm was founded and incubated by One97
• Services: launched Paytm Wallet….. can pay for the fuel
• Funding: Indian industrialist Ratan Tata made investment

4. Publish Date:
• 15th April 2015
Duration :
• 50 sec.
User Engagement:
• Short Stories of 10sec…
• Incidents that viewers can associate..
Elements involved
• Soundtrack amplifies the feelings associated…
• Characters used are from different age groups….
• Common places used as background..

5. Plot
• The complete video consists of short stories of 10 seconds..
• The last scene summarizes the advert..
Language & Typeface
• Complete advert in Hindi….
• Minimal utilization of typeface…
Target Audience
• The viewers targeted are common people…..
Style
• Empathetic

7. • Founded 1998
• Founder Ken Howery , Elon Musk
• History : developed security software for handheld devices
• Services: PayPal was developed and launched as a money transfer service
• Funding: John Malloy from Blue Run Ventures

8. Publish Date:
• 22nd jan 2016
Duration :
• 55 sec.
User Engagement:
• “New Money”
• Curiosity generated.
Elements involved
Soundtrack : aggressive, bold and upbeat.
Typeface used and no dialogues.
Background effects.

9. Plot
• Old vs New Money.
• Revolutionizing traditional usage of money.
Language & Typeface
• Simple English vocabulary used
• Typeface : backbone of advertisement
Target Audience
• Entire population
Style
• Bold and Aggressive

11. • Founded 2015
• Founder Google
• History : Builds on the base established by Google Wallet(2011)
• Services: In-app purchases and tap purchases
• Funding: Proprietary Software
About Android Pay

12. Publish Date:
• May 2015
Duration :
• 60 sec
User Engagement:
• Cathy music
• Concept of Contrast
Elements involved
• Soundtrack catchy and upbeat
• Diversity in people and products
• Different shops

13. Plot
• Different people, product, preferences
• Same payment method
Language & Typeface
• Typeface used as endnote
• Use of contrasting accents
• Soundtrack only mode of communication.
Target Audience
• Fast moving
• young generation
Style
• Vibrant and dynamic

14. Apple Pay

15. • Founded : October 20, 2014
• Founder : Apple Inc.
• History : Digitizes and replaces the credit or debit card chip and PIN or magnetic stripe transaction
• Services : lets mobile devices make payments at contactless points of sale
• Funding : Apple Inc.

16. Publish Date:
• August 2015
Duration :
• 30 sec.
User Engagement:
Desire to see feature by Apple
Elements involved
• Traditional way of advertising consisting:
• Light music with narration
• No person
• Smooth informative animation

17. Plot
• Initial focus on IPhone
• Various Places
• focuses on Security(fingerprint) and privacy of information and transaction
Language & Typeface
• Simple and understandable English
• Narration only mode of communication.
• Typeface as end note
Target Audience
• Technology enthusiasts
Style
• Simple and informative

19. About MobiKwik
• Founded April 2009
• Founder Bipin Preet Singh, Upasana Taku
• History : MobiKwik was founded to materialize the idea to shift from hard cash
• Services : Mobile and online payments, phone and DTH recharges, money transfers, shopping
• Funding: Unnamed VC firm from US

20. Publish Date:
• 16 June 2015
Duration :
• 60 sec.
User Engagement:
• Action packed scene
• Similar to Bollywood thief chase
Elements involved
• The background has a typical Bollywood inspired music.
• There are two persons involved, a protagonist and a thief.
• The environment includes a ticket booth and a typical Indian street

21. Plot
• They have tried to show the typical insecurities while carrying traditional
cash in wallet.
Language & Typeface
• Simple Hindi dialogues to engage and target Indian viewers.
• Minimal usage of typeface.
Target Audience
Mobile phone users.
Style
• Humorous and creative

22. AIDA
 Attention
 Interest
 Desire
 Action

23. Comparison
Company
name
PayTM PayPal AndroidPay ApplePay MobiKwik
Attention Not grabbing
attention
explicitly.
“New Money” +
up beat Sound
Tempting
donuts
complimented
by high tempo
music
IPhone used to
leverage the
brand image
and grab the
viewer
attention
Not grabbing
attention
explicitly.

24. Comparison
Company
name
PayTM PayPal AndroidPay ApplePay MobiKwik
Interest Empathizing Curiosity
generated
Variety New features Humour

25. Comparison
Company
name
PayTm PayPal Android Pay Apple Pay Mobikwik
Desire Ease of use,
instant and
cashless
transactions
Advantages
over the old
money,
available
everywhere at
all times
Ease,
convenience
and the quick
pace of
payment.
Faster, simpler
and “secure”
transactions.
Faster, simpler
transactions
and “secure”
money

26. Comparison
Company
name
PayTm PayPal Android Pay Apple Pay Mobikwik
Action Tagline-
“Paytm Karo”
“Move over old
money”
“Pay your way” Conveys
Viewers can
already use it
Download the
MobiKwik app

27. Company Paytm Paypal AndroidPay ApplePay Mobikwik
Criticism Lack of Initial
Attention
No description of
product
• Difficult to
understand
• Online
payment
described less
• Monotonous
• Lack of variety
• Hypothetical
• Unrealistic
Comparison

28. References :
 https://paytm.com/about
 https://en.wikipedia.org/wiki/Android_Pay
 https://www.mobikwik.com/team
 www.apple.com/apple-pay/
 https://www.paypal.com/in/webapps/mpp/about

29. THANK YOU.