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PhonePe, Paytm line up Rs 2,000 crore for marketing

While PhonePe has earmarked Rs 800 crore for marketing, Paytm plans to spend Rs 1,200 crore.

ET Bureau|
Last Updated: Feb 18, 2020, 08.21 AM IST
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The spending by both- Paytm and PhonePe will be across platforms, including ATL marketing, which means widespread brand-building and advertising, and BTL marketing
BENGALURU: Homegrown digital payment companies PhonePe and Paytm plan to spend a combined Rs 2,000 crore on marketing this year, top executives at both firms said, as they look to increase awareness, credibility and promote products to a wider consumer audience.

While PhonePe has earmarked Rs 800 crore for marketing, Paytm plans to spend Rs 1,200 crore. The spending by both will be across platforms, including ATL marketing, which means widespread brand-building and advertising, and BTL marketing, a form of highly targeted direct marketing focused on conversions as well as digital marketing. “For us, a strong brand recall on trust, integrity and innovation is important as our focus is to get at least 150 million new users through the year,” PhonePe CEO Sameer Nigam said.

Nigam said the company plans to double the active user base this year. PhonePe is the official co-presenting sponsor for the TV broadcast of Indian Premier League this year.

The move also signals a larger trend brewing in the financial services sector, where companies — whose focus is on tapping new users including merchants from small towns and villages — are looking at multiple ways to establish credibility. A large portion of users in small towns and villages may be making their first digital transactions via these payment platforms.

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