‘Drama Bandh Karo..Paytm Karo’ : Paytm's controversial ad
With the Modi's currency demonetization decision, India's one of the largest online transaction site Paytm tried to reap the benefits. After running Twitter war with Delhi CM Kejriwal, Paytm pushed itself into another controversy with 'drama' ad. It felt that the new ad prepared by its brand marketing team in co-ordination with its agency McCann Delhi would turn their fortune by keeping the momentum alive. But it seems the idea may get boomerang. In ‘Drama Bandh Karo.. Paytm Karo’ ad the privileged upper class is shown asking the suffering less privileged class to stop over dramatizing the situation and start using Paytm for the transaction. This irked Twitterati and other social media followers, resulting huge backlash on the storyline. Many questioned the insane idea of making mockery with common man's plight. Few other demanded unconditional apology from Paytm chief Vijay Shekhar. After observing the people's mood Paytm step back and re-introduced its new ad. Vijay Shekar tweeted an apology and notified that the earlier ad has been removed. Though Paytm suffered from PR nightmare, it registered a record of 5 million transactions through its platform as against earlier 2.5-3.0 million per day. According to Paytm, in these three days overall app downloads, traffic and growth, have increased 300% 700% and 1000% respectively.
With our strong belief in financial inclusion for every Indian, here is our upgraded ad. pic.twitter.com/DiUbNuERGK
— Paytm (@Paytm) November 14, 2016