BharatPe launches new marketing campaign for postpe
The campaign designed around the theme “De Dena Aaram Se” will promote the company’s fast-growing BNPL product line.
BharatPe, one of India’s fastest growing fintech companies, today announced the rollout of its latest 360 degree marketing campaign to promote its Buy Now, Pay Later (BNPL) postage product. Conceptualized around the theme “De Dena Aaram Se”, the campaign is designed to raise awareness of postpe’s various use cases around interoperability and instant approvals. It also aims to tell consumers why they should choose to buy now and pay later (“De Dena Aaram Se”). The 360 degree campaign will run for 8 weeks across entertainment, sports and news channels, OTT, youth platforms and social media.
The latest film is designed with the aim of positioning postpe as the smarter and more convenient choice, over traditional payment formats like credit cards. The film compares the lives of 2 types of individuals, one who is stuck in his monotonous life, not knowing how to get out of it, using traditional payment methods, and the second who leads a smarter life with postpe . The film showcases a myriad of ways the Postman improves the protagonist’s life, positioning him as a smarter choice for new-age customers. Highlighting the features of ’10 lakes in 60 seconds’ and ‘Pay with credit everywhere – QR, swipe, pay online’, the film establishes various USPs of postpe, one of the biggest BNPL products in India.
Speaking at the launch of this new campaign, Parth Joshi, Marketing Director of BharatPe, said, “Consumer credit in India is very underutilized and limited to very few categories. It therefore becomes important for us to evangelize the category and educate consumers on why they should switch to “Buy Now, Pay Later” and say goodbye to traditional payment methods like credit cards. To that end, we launched this movie to drive adoption of the category and enable the growth of our product. »
Parth added, “postpe was launched with the goal of democratizing credit for everyday purchases, not just for large purchases. The product was a smash hit with over 3.6 million downloads, a POS INR 370 crore monthly and INR 1200 crore loan facility – all in the space of 6 months With the latest campaign around the theme “De Dena Aaram Se”, we have woven various postpe use cases for demonstrate the universal use of the product through QR, POS and online.I believe TVC will strike a chord with GenZ and Millennials and help fuel the growth of postpe and BNPL in India.
postpe was designed on simple principles that differentiate it from market clutter and put the power to choose where to spend, how much to spend, and what to spend – in the hands of the consumer. The latest campaign was post-launched around International Women’s Day in March 2022. The campaign was conceptualized around IWD’s global theme of ‘Break the Bias’ and was appreciated by the public, helping to increase awareness brand for women.
