The biggest advantage of digital payments is, no doubt, its ease of use, but not everyone may be of the same opinion. There are quite a few things that can go wrong, for instance, security or even payment failure. So, American online payments company, Paypal, has decided to address these concerns in its debut campaign, since extending its service in India last year.
The series of ads focuses on all possible situations a customer may face, including buyer protection and making global and local purchase. The films manage to bring out a father's apprehension when it comes to paying online, unlike his wife and daughter who have already embraced PayPal. Jayant Desai, head of marketing, PayPal India, says, "We want to help consumers understand why they should use PayPal and what makes it an easier way of payment. We want them to feel the excitement at a time when global brands are also launching in India. So, our campaign takes a stand to say, ‘We’ve got your back.’"
It is interesting to note that the films revolve around an Indian-American wedding, and Soho Square's chairman, Sumanto Chattopadhyay explains that it more than storytelling. "Weddings are the focal point of many a purchase. An Indian-American wedding gave us the perfect context to tell the story about a brand that started out in America and has now launched in India."
When it comes to digital payments, India is still catching up, and PayPal sees this is as an opportunity. "Although India is a cash economy, our target audience is a group of users who we call, global Indian audience. They are savvy when it comes to online transaction and they reside in the top metros," adds Desai. Seeing how the TVC's protagonist is ultimately won over after using PayPal, perhaps you will too, if you give it a go.