Paytm has launched a new campaign to start a conversation about redefining what it means to treat women with respect. The campaign was launched in collaboration with Dentsu Impact, a mobile payments and financial services firm. A digital film is included in the ad to make it more relatable to young women and men.
While the commercial is set against the backdrop of New Year's celebrations, it takes a different approach to a typical occurrence in which men offer to purchase a drink for a woman in a bar. When the same incident happens to her towards the end of Paytm's latest campaign, she pays the price of the drink. Paytm challenges the audience's perspective of women and their financial situation with a subtle twist in the end.
“Giving it back, by paying it back makes the intent of this campaign palpable for both women and men. The New Year campaign demonstrates how it pays to challenge the conventions of how we think of finance and gender. And any challenge to the traditional way of accepting things makes the brand and the message it conveys modern and aspirational, striking a chord especially with a younger generation,” Anupama Ramaswamy, national creative director and managing partner, Dentsu Impact, said.
According to Dentsu Impact, the film "takes forward Paytm's belief in becoming an enabler for women's financial liberty." Furthermore, the initiative sets the door for women to have more control over such challenging social settings while remaining entirely safe.
