Google Pay taps on trust in new campaign in India

Lowe Lintas, in collaboration with digital payment platform Google Pay (GPay), has launched a campaign featuring actor Kajol. The campaign's primary aim is to reassure users about the reliability and security of the payment app, emphasising peace of mind in financial transactions.

In today's swiftly evolving e-payment landscape, consumers place increasing importance on the convenience and security of their financial dealings. GPay's latest campaign encapsulates these values, aiming to establish a deeper rapport with users across diverse demographics through its partnership with Kajol.

Naveen Gaur, the group chief operating officer for growth and innovation at MullenLowe Lintas Group, shared insights into the campaign. He highlighted the agency's intention to reaffirm users about GPay's capability to meet their payment requirements seamlessly, securely, and swiftly in the midst of digital payment integration into daily life.

"To embody this, we've placed the product at the forefront, emphasising the blue tick as a positive confirmation of smooth transactions within the app. Whether it's merchant payments, FASTag, or mobile recharge, our protagonist Kajol and her circle effortlessly demonstrate GPay's usability, complemented by a background musical track reinforcing 'Sab tick hai" (everything is fine), he elaborated.

The campaign narrative revolves around everyday scenarios of individuals navigating their financial transactions with Google Pay. From utilising any UPI QR code for purchases to renewing FASTag during travel or quickly renewing entertainment subscriptions, each interaction is intended to convey trust. The campaign has been disseminated across multiple media channels, encompassing television, digital platforms, and social media.

Campaign’s take: If trust is the matter at hand, Google's collaboration with Kajol is a no-brainer. Google's innovations are far and aplenty, and the actor's reputation as India's sweetheart remains steadfast. The phrase "Google pay hai" is cleverly chosen; it's colloquial and something we might say in our daily lives while hurriedly making a transaction. No one wants the hassle of digging around in their wallet for cash, especially when time is a constraint. This catchy line is likely to stick in the minds of consumers at the checkout and become something naturally said when a cashier asks for the payment method. It might seem low effort, but its impact might be mighty.

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