Bharatpi has launched a new campaign to promote its Buy Now, Pay Letter (BNPL) product-post. With the theme ‘De Dena Aram Se’ in mind, the campaign is intended to create awareness about the various uses of postpartum around interoperability and instant approval. Launched with a 360-degree approach, the campaign will run for eight weeks across entertainment, sports and news channels, OTT and social media.
Perth Joshi, chief marketing officer of Bharatpei, said the penetration of consumer credit in India is low, and limited to a few segments. “It’s important for us to promote this category and educate consumers on why they should switch to ‘Buy Now Pay Later’ and move away from the traditional payment mode like credit cards. With this goal in mind, we have launched this film so that we can enable our product growth as well as accept the category. Postpaid was introduced with the aim of democratizing credit for day-to-day shopping, and not limited to just big-ticket purchases. With the latest campaign around the theme ‘De Dena Aram Se’, we are weaving in various uses of PostP to demonstrate the use of the product across QR, POS and online, ”he added.
Advertising makes film postpop a convenient choice compared to traditional payment formats such as credit cards. The film compares the lives of two people – one who is stuck in his monotonous life, does not know how to get away from it, using the traditional payment mode and the other who is living a smart life with postpartum. The film manages to entertain as well as inform.
Founded in 2018, BharatPe claims to currently serve more than 8 million merchants in 225 cities. The company’s list of marquee investors includes Tiger Global, Dragonier Investment Group, Steadfast Capital, Kotu Management, Rebit Capital, Insight Partners, Steadview Capital, Benext, Amplo and Sequoia Capital. Note that BharatPe has entered the Buy Now Pay Later segment with the launch of PostPay in October 2021.
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