One97 Communications Ltd., founded in 2000, is India's leading mobile-internet company known for its Paytm brand, which offers various digital goods, services, and payments. Over the years, Paytm has evolved from a mobile recharge platform to a comprehensive e-commerce payment system, with features like Paytm Wallet, bill payments, and a variety of loyalty programs. The company employs aggressive marketing strategies and has established a significant presence in India, competing with other payment apps while continuously expanding its services.

3. Submitted By :
Ankur Kumar (39)
Vijay wadhwa (41)
Yogita Sharma (45)

4. One97 Communications Ltd. is India's leading
mobile-internet company . Driven by great consumer
experience, it offers digital goods & services to mobile
consumers under Paytm brand. One97 also provides
mobile advertising, marketing and payments for
merchants.
CEO : Vijay shekhar sharma
Founded : 2000

5. • In 2001
one97 was launched.
• In 2002
start live astrology services for GSM operator in
Delhi.
• In 2003
Launch music messaging on mobiles in India.
Launches live astrology across India and SMS
based applications & businesses

6. • In 2004
Wins mandate to deliver pan India voice portal for
largest GSM operator & launch India's first voice
based gaming
• In 2005
Generated highest one day VAS revenue by kaun
Banega Lakhpati on mobile
• In 2006
Launches highly successful Ringtone ka maharaja
on voice portal

7. • In 2007
Expand to PAN India operations across various
service providers
• In 2008
Partners with a leading IT company for
enhanced voice & 3G applications
Launches subscription based content services

8. • In 2009
Set up 2 business lines , Network based mobile
advertising and social Networking
• In 2010
Launch of Paytm
Online recharge portal India's biggest in this
category

9. • Paytm was founded in August 2010
with an initial investment of $2 million
by its founder Vijay Shekhar Sharma in
Noida, a region adjacent to India's
capital New Delhi. It started off as a
prepaid mobile and DTH recharge
platform, and later added data card,
postpaid mobile and landline bill
payments in 2013.

10. • Paytm is an Indian e-commerce Payment
system and Financial technology company,
based in Noida U.P (India)
• Paytm is currently available in 11 Indian
languages and offers online use-cases like
mobile recharges, Electricity bill payments,
travel, movies, and events bookings.

11. • By January 2014, the company had
launched the Paytm Wallet, which the Indian
Railways and Uber added as a payment
option
• In 2015 education fees, metro recharges,
electricity, gas, and water bill payments.
• In 2016 movies, events and amusement parks
ticketingas well as flight ticket bookings
• In 2017 cross over 100 million app
downloads

12. • The same year, it launched Paytm Gold, a
product that allowed users to buy as little as
1 of pure gold online. It also launched Paytm
payments bank.
• In January 2018 , Paytm entered into a joint
venture with Alibaba Group & Paytm Money
was setup with an investment of 9 crore.
• In March 2019, Paytm launched a
subscription based loyalty program called
Paytm First.

13. • In May 2019, Paytm partnered
with Citibank to launch Paytm
First Credit card.
• In July 2020, Tata Starbucks
partnered with Paytm allowing
its customers to order food
online during a Coronavirus
(COVID-19) pandemic.
• In Oct 2020, Paytm launched
new mini app store to promote
“Atamnirbhar Bharat”

14. Marketing Mix Of Paytm

15. Paytm Mall, Paytm Payments Bank, Paytm
First app, Paytm gold, etc.
Paytm charge nothing from direct customer
but it charge for its different products.
Paytm has a Pan-India presence and has set
up its headquarters base at Noida in Uttar
Pradesh.
Paytm has adopted an aggressive and
unique marketing policy.

16. Competitors

17. • Which is better Google pay or Paytm?
Well here Paytm has an advantage over Google Pay. It
allows you to pay your bills and mobile recharge via
credit card. For Google Pay, you don't have an option
to pay through credit cards. So if you are running out of
cash and your bill is due, you can pay the same
via Paytm using a credit card
• Which is better Phonepe or Paytm ?
Paytm : Allows transactions across multiple modes like
wallets, UPI and payment gateway. PhonePe: Majorly into
UPI payments. ... PhonePe: It has recently started it's
wallet service

18. Daily/Active Users of online Payments app From Q4 2019 – Q1 2020.
Paytm – 39 Million users
Gpay – 19 Million users
Phonepe – 17 Million users

19. Analysis of Paytm
• First mover advantage
• Tie-ups with merchants
• Bucket of services
• Offers
• Lack of awareness amongst
user
• Fear of going cashless
• Poor customer care
• Growing Demand for aggregators
• Lockdown, Aatmnirbhar Bharat
• The surge in the number of working
professionals
• Competition
• Growing concerns about safety.

20. • In 2014, Paytm CEO “Vijay Shekhar Sharma”
appointed McCann World group as
Advertising agency.

21. • In 1930 It was formed with the merger of two
companies Erickson(1902) and H.K. McCann(1912) In
New York.
• This Company is very Popular for its campaign Like it
created the Famous Campaign for Coca-Cola “It’s the
real thing” and for Nescafe “Gold Blend Couple” ad.
• In India it has its office in New Delhi.
• In 2018 McCann India won the Gold For the new
Paytm ad campaign of “Sweet Candy”.

22. • Simple and realistic situation was used.
• Rational Appeal was there.
• Product feature and details were given.

24. In July 2014
Campaign - Simple & incredible recharge
Advertising agency – McCANN World group.

26. • Message - “Shayad recharge karna kabhi
itna aasan ho” tab tak Paytm.
• Appeal – Functional & Humorous appeal ,
funny scene was used to do a recharge.
• Objective – The main objective of the
company is to increase its customer base
through this ad.
• Impact – Customer start using Paytm to do
the mobile recharges.
• Paytm app got featured as best app for
mobile & DTH recharges in apple store in
2014.

27. In April, 2015
Campaign – “Zindagi jeene ka nya tarika shuru kro” –
Paytm kro!
Advertising agency – McCANN World group.

29. • Message – Zindagi jeene ka nya tarika shuru
karo.
• Appeal – Emotional & Rational appeal is used
by showing the utility and relevant use of
Paytm.
• Objective – To attach people with the brand by
using this song.
• Impact – Customers start using Paytm in their
everyday situations.

30. • On 26th may, 2016
Campaign – “Paytm kro” song by jasleen royal.
Advertising agency – McCANN World group.

32. • Message – To eliminate the hassles of
payments.
• Appeal – Emotional and Functional appeal.
• Objective – To make the national economy
cashless i.e. through online payments.
• Impact – Song was loved by so many
people & within 3 days it was able to get
10 million view on social media.

33. On 12th Nov, 2016 after Demonetisation
Campaign – ATM Nahi, Paytm kro!
Advertising agency – McCANN World group.

35. • Message – To use Paytm as a substitute of cash
payments.
• Appeal – Functional and Humorous appeal.
• Objective – To attract more customer to use their
app.
• Impact – As a result , a lot of new Peoples started
using Paytm and on google play store it crossed 50
Million downloads.

36. • On 13th Nov, 2016
• Campaign : Drama band karo , Paytm kro!
• Advertising agency – McCANN World group.

38. • A lot of people feel mocked
at their situations.
• Negative responses
received on this ad.

39. • On 14th Nov, 2016
Campaign – Paytm changed their “drama band karo” line
with “hamari chinta na karo” – Paytm kro!
Advertising agency – McCANN World group

41. • On 16th jan, 2017
Campaign – Language no Bar , Paytm kro!
• Advertising agency – McCANN World group

43. • Message – To inform people from
different regions that Paytm is now
available in different languages.
• Appeal – Social and functional appeal.
• Objective – To encourage more people to
use Paytm.
• Impact – A Lot of people from different
regions started using Paytm especially
the rural area ones.

44. • On 16th Oct, 2017
• Campaign – Apno ko khush karo, Paytm kro!
• Advertising agency – McCANN World group

46. • Message – To help those people
who take care of you.
• Appeal – An Emotional appeal is
used.
• Objective : To make the brand image
as a caring brand.
• Impact : Attachment of users with
the brand.

47. • On 19th Jan, 2018
• Campaign – Dildaar rho, Paytm kro!
• Advertising agency – McCANN World group

49. • Message – To inform the customers about
the ALL-IN-ONE QR code.
• Appeal – Humour appeal .
• Objective – To make Paytm as a convenient
mode of payment for shopkeepers as well.
• Impact – It promotes the mind set of
shopkeepers that “it feels bad to not have
an E-payment system”.

50. • On 29th Jan, 2018
• Campaign – Now gain without Bargain – Paytm kro!
• Advertising agency – McCANN World group

52. • Message – To inform customers about it’s
new offer , for the first time UPI transaction
you will receive a cashback of Rs. 50.
• Appeal –Rational appeal.
• Objective – To attract the competitors
customer who are using Gpay and Phonepe
for their Upi transactions.
• Impact – The platform touched Rs. 68
millions transactions in February, which
increased by 33.33% from 51 million in
January.

53. • On 28th April, 2018
• Campaign – Ab bank transfer ke liye bhi, Paytm kro!
• Advertising agency – McCANN World group

55. • Message – A new feature was launched
by Paytm which enables the user to
transfer money from one bank to
another bank without any charge.
• Appeal – Humour appeal.
• Objective – To attract competitor’s
customer towards Paytm.
• Impact – People start using Paytm as a
medium of bank transfer system.

56. • On 23rd Mar, 2019
• Campaign – Kisi ki life ka Paytm bano - Paytm kro!
• Advertising agency – McCANN World group

58. • Message – Embrace technology to help each
other.
• Appeal – An Emotional appeal is been used.
• Objective – To provide Banking and financial
service to half a billion unserved people.
• Impact – This ad was launched at the time of
IPL , A lot of audience attract towards it.

59. • On 23rd Sep, 2019
• Campaign – So many QR codes, Paytm kro!
• Advertising agency – McCANN World group

61. • Message – To convey Paytm is only the app that
customer needs.
• Appeal – Humour appeal.
• Objective – To target new customers.
• Impact – This ad makes the app a little flexible as to scan
any code using Paytm.

62. • On 15th Aug, 2020
• Campaign – Aazadi ki goonj
• Advertising agency – McCANN World group

64. • Message – Social message was there in the
ad and we want to show that India is
unstoppable in spite of pandemic
situation.
• Appeal – A social appeal was there and
patriotic emotions were shown in the ad.
• Objective – To make life simpler by digital
payments.
• Impact – Positive response on social
media.

65. • On 13th Sep, 2020
• Campaign – Phone par kon tha!
• Advertising agency – McCANN World group

67. • Message – Beware of fraudsters.
• Appeal – Humorous and rational appeal.
• Objective – To make the brand image.
• Impact – This ad became popular on social
media as they used the popular character
“kokila ben” .

68. • Informative ads.
• Real life situation based.
• Competitive ad.
• Functional & Emotional appeal.
• From 2015-19 they continue their ad based on
rhyme Paytm kro!
• In 2020 they are using “Proudly Indian”, as to
promote “Aatm Nirbhar Bharat”.

69. Our Campaign
• TVC 1 – Cash ki chinta mat kro – Paytm kro!
• TVC 2 – We care for you !
• Print ad – Paiso ka boj kam kro – Paytm kro!
• Radio ad – Surakshit Raho – Paytm kro!
• Digital Ad - Paytm wallet

70. • Cash ki chinta mat kro – Paytm kro!

71. • We care for you !

73. Radio ad – Surakshit rahe , paytm kre !

75. BUDGET ALLOCATION FOR DIFFERENT
VEHICLES

76. The most common advertisements are "spot commercials",
which normally last for no more than one minute, and longer
programs, commonly running up to one hour, known as
"informercials".
RADIO
On radio 93.5 (₹5000/10sec) and 98.3 (₹4000/10sec)
Duration of our advertisement: 17sec
Budget allocated: 1,53,000 / day
frequency : 10 times/day

77. A television advertisement is a span of television
programming produced and paid for by an organization. It
conveys a message promoting, and aiming to market, a
product or service
Television
On television :Colors tv (₹5000/10sec), Star Sports 2(₹7000/10sec)
Duration of our advertisement:19sec
Budget allocated: 228000/day
frequency: 10 times / day

78. Facebook, twitter, Youtube
Social media advertising, or social media targeting, are
advertisements served to users on social media platforms. Social
networks utilize user information to serve highly relevant
advertisements based on interactions within a specific platform.
On facebook, twitter and YouTube
Budget allocated: 10000/ day
frequency :6 times/ day

81. Newspaper
advertisement
Newspaper display advertising is a form of newspaper advertisement -
where the advertisement appears alongside regular editorial content.
In The Times Of India (front page)
Budget allocated: 350 /day for a 10cm square
advertisement
Frequency: 1 advertisement/day

82. Billboards
Budget
allocated
:
4500000
On billboards
Frequency : 100
bilboards
A billboard is a large outdoor advertising
structure, typically found in high-traffic areas
such as alongside busy roads. Billboards
present large advertisements to passing
pedestrians and drivers.
Billboards will be put up
in major cities like Delhi,
Gurugram, Bombay,
Chennai and Hyderabad.

83. Total budget allocation
Time Per day Per month Per year
Eexpenditure on
advertisements excluding
billboard advertisement
3,91,350 1,17,40,500 +45,00,000
=1,62,40,500
142842750 +13500000
=15,63,42,750
Total Expenditure: 2215300 per day +450000
(153000on radio + 228000 on television +
10000 on social media + 350 on newspaper
+4500000 on billboard)

84. • Cross Marketing
• Social Media Marketing

86. Promotions

87. Promotions

89. Promotions

90. Promotions

91. Promotions

92. Team Paytm - Ankur Kumar
Vijay Wadhwa
Yogita Sharma