Mumbai: Lowe Lintas recently launched a campaign in collaboration with Google Pay, India’s leading digital payment platform. The campaign, starring Bollywood actress Kajol, seeks to highlight the confidence, solace, and peace of mind experienced by users while utilising the payment app.
The parties said that in a rapidly evolving e-payment landscape, consumers increasingly prioritise convenience and security in their financial transactions. Google Pay’s newest campaign captures the essence of these values through poignant storytelling and resonant imagery. By teaming up with Kajol Google Pay aims to forge a deeper connection with users across demographics.
Naveen Gaur, Group COO (Growth and Innovation), MullenLowe Lintas Group said, “With digital payments becoming an integral part of our daily lives, we wanted to reiterate and reassure users about GPay’s ability to handle their payment needs in a simple, secure and fast way.
To bring this to life, we let the product take centre stage with the audio and visual mnemonic of the blue tick serving as a positive reaffirmation of a seamless payment on the app. Be it merchant payments, FASTag or mobile recharge, our protagonist Kajol and her family and friends go about using GPay effortlessly. Supported with a musical track in the background reinforcing ‘Sab Tick Hai’.”
The campaign’s narrative revolves around the everyday experiences of individuals navigating their financial journeys with Google Pay. The app enables the customer to make a purchase using any UPI QR, recharging their FASTag enroute the destination to quick renewal of entertainment subscriptions.
Mohit Pasricha, unit creative director, Lowe Lintas said, “Consumers are not writers; they don’t express emotions like we might. Their trust reflects in many different ways. One such way is how they enunciate and call out the brand’s name. This is the simple observation we proceeded with. The way one might say ‘Google Pay Hai’ says it all.”
YouTube links:
Main film:
Credits:
Agency: Lowe Lintas
Creative:
Prateek Bhardwaj – Chief Creative Officer
Mohit Pasricha – Unit Creative Director
Sushant Joshi – Group Creative Director
Aryan Tank – Creative
Account management:
Naveen Gaur – Group Chief Operating Officer
Zorawar Dhillon – Sr. Brand Services Director
Dishti Bhatt – Sr. Brand Services Manager
Planning:
Anurag Prasad – Chief Strategy Officer
Shashwat Kar – Associate Vice President
Production House: Green Grass Film
Director: Anaam Mishra
