The document analyzes advertisements for Google Pay, PayTM, and PhonePe mobile payment apps. For Google Pay, the summary focuses on making big things easy, borrowing trusted brands, and appealing to families. For PayTM, the summary emphasizes bringing change yourself and helping others. For PhonePe, the summary highlights ensuring security, protection from fraud, and appealing to those seeking safe money handling. The conclusion notes the ads use similar strategies like cricket but differentiate on promises of ease of use, enabling change, and security.

1. ANVESH 2019

2. Advertisement Analysis
AUDIENCE
IMPLICIT MESSAGES
IMPACT
FOCUS
TAGLINE
MEMORABLE

3. Google Pay
One-Step Transfer

4. FOCUS AUDIENCE
Google Pay
One-Step Transfer
Easy-to-Use
Instant Transfers
Repeat Payments
Google Security
Believers – GoogleTM
Achievers – Saves Time

5. TAGLINE IMPLICIT MESSAGES
Google Pay
One-Step Transfer
“Google Pay
Money made simple,
by Google.”
Making Big Things Easy
POV Shot – Your Own Story
Available on and

6. MEMORABLE IMPACT
Google Pay
One-Step Transfer
Apni Family
“Talent to Rohan ka Hai”
Borrowed Trust
Top 3 Most Popular UPI
Tempted First-Time Users

7. PayTM
PayTM Bano

8. FOCUS AUDIENCE
Instant Transfer
Innovators – Revolution
Achievers – Commitment
Experiencers – Cool Stuff
PayTM
PayTM Bano

9. TAGLINE IMPLICIT MESSAGES
“Kisi ki
Life ka
PayTM
Bano…
PayTM Karo!”
Bring Change Yourself
Help – Anytime & Anywhere
UPI means PayTM(only)
Dil Chahe Jo, Use Udne Do
PayTM
PayTM Bano

10. MEMORABLE IMPACT
Tagline Variant
“Bhai, Tu Khel”
A Basket of Cricket Balls
Any form of UPI  PayTM
PayTM – Lets You Fly
PayTM
PayTM Bano

11. PhonePe
Safe and Secure

12. FOCUS AUDIENCE
UPI PIN – Protection
Instant Transfer
Safe and Secure
Thinkers 
Security
Survivors 
Believers  Safe with Money
PhonePe
Safe and Secure

13. TAGLINE IMPLICIT MESSAGES
“The one app for
all your needs,
PhonePe
India’s Payments App”
PhonePe makes UPI Safe
Hide your UPI PIN
Total Protection
Available on and
PhonePe
Safe and Secure

14. MEMORABLE IMPACT
Aamir Khan’s – Daddu
“Paiso … Aur Bhi Safe.”
“Gublu, Protection.”
Safer than others
2 months later, PayTM Fraud
PhonePe – Safe + Cashback
PhonePe
Safe and Secure

15. SIMILARITIES DIFFERENCE
Cricket
Instant Transfer
Symbol of Responsibility
GPay: -
Easy + Google + Family
PayTM - Change
PhonePe: -
Star + Security + Comic
Conclusion

16. Questions?