Paytm Karo!
Ad Film
Paytm / McCann
GENRE
Emotions

Paytm aimed to highlight the ease of its money transfer app through a feel good ad. Partnering with McCann for this campaign set the stage for future collaborations.

  • DIRECTED BY

    Pushpendra Nath Misra

  • Agency

    McCann

  • PRODUCTION DESIGNER

    Sonali Bhatia

  • Art Director

    Pravat Mati

  • DIRECTOR OF PHOTOGRAPHY

    Sidharth Diwan

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Paytm Karo

Originally, the scripts featured dramatic visuals, but the client requested a focus on relatable human experiences. This prompted brainstorming sessions to create emotionally engaging stories about everyday transactions. The writer Kapil Batra and the Director Pushpendra Misra shifted the approach from a conventional montage to one that included improvised dialogues, turning each sequence into a mini story with a mini song, enhancing emotional resonance. Cinematographer Siddharth Diwan’s created uniquely different moods out of each set up.

We brought in Jasleen Royale (who at the time was working on the Songs of Pushi’s feature film Ghoomketu), to create the jingle around the montage. The creative and the director jammed together and improvised on the lyrics. This collaboration resulted in an iconic spot that dominated the TV screens, was loved and helped build a huge brand in the heart of the audiences. The sign off from the ad film – Paytm Karo in Jasleen’s sweet, melodious voice can still be heard in every Paytm transaction over the shop counter speakers. As a testament of time the films had a rerun in 2024, almost a decade since they were created.