‘Give it back, by paying it back’ Paytm’s new ad campaign rolls out, challenging the perspective of women’s financial dependency in society.
This mobile payment, financial service platform has joined hands with Dentsu Impact, the creative agency from Dentsu Aegis Network.
Dentsu Impact is driven by creative, strategic planning, and account management experts, with the goal of making an impact on society.
They had recently released a digital ad film that highlights how unrequested monetary favours could be repaid with a simple click of a button.
Through the video, it is emphasized how there are regular circumstances where a woman’s financial independence is often trivialized during certain events.
Actress Harleen Sethi is featured in the digital film, which shows a usual scenario that women find themselves during New Year parties.
In the video, the actress is offered a drink from a stranger across the counter, she approaches him asking his number which he gives away without hesitation, and uses Paytm to send him the money for the drink.
The campaign throws light on such situations, offering a refreshing take on them, conveying a message on respecting women.
It challenges the viewer’s assumptions about women and their economic dependence.
The ad film aims to elucidate and take forward Paytm’s notion of being an enabler for women’s economic autonomy.
Paytm hopes to start a conversation about redefining what it means to treat women with respect by launching this campaign.
The ad also paves the way for women to exert more control over such tough social circumstances while being entirely safe.
“Giving it back, by paying it back, makes the intent of this campaign palpable for both women and men,” said Anupama Ramaswamy, National Creative Director and Managing Partner of Dentsu Impact.
The New Year campaign demonstrates how it pays to question how we think about money and gender.
Any challenge to the conventional way of accepting things makes the brand and the message it sends modern and aspirational, if it is relatable, it strikes a chord with the younger generation.
The company has earlier released a similar social experiment ad film, ‘The Divide’ which was released by Dentsu Impact on Women’s Day back in 2021.
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