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Paytm signs Rs 250 crore marketing deal with Yippee! ; to offer shopping coupons with packs of the ITC brand
The Economic Times - 03 Oct 2014

Mobile marketplace and mobile and DTH (direct-to-home) recharge platform Paytm has signed a Rs 200-250 crore cross-marketing deal with ITC's noodle brand YiPPee! The campaign, called 'YiPPee! to Rupee', will run over the next five months, with Paytm offering recharge coupons equivalent to the cost of the YiPPee! noodle packs priced at Rs 5-40 and allowing consumers to shop on its platform.

Paytm, which did a similar campaign with Pepsi and Cadbury 5 Star earlier, has said this is its biggest cross-marketing deal till date. "Since the redemption of the coupons will happen on the Paytm platform the campaign will drive trials for us and also gives us access to new consumers," said Shankar Nath, senior vice-president at Paytm.

Several brands run cross-marketing pro motions, which may be relevant to 30-40% of the people they reach out to, Nath said. "But since mobile recharge has become a currency, the consumer base we will reach out through YiPPee! is much larger and the traction will be also much higher, "he added.

While the ITC spokesperson could not be reached for comment, Nath said following the campaign with Pepsi during the Indian Premier League this year, Paytm got five-six million new customers. Paytm's total registered base is 20 million, of which about 15 million are regular users.

The company registers about 600,000 orders a day and transactions worth about Rs 300 crore every month. ITC will use over a million packs across India for the campaign. The company has also created an advertising campaign to support the promotion.

While Ogilvy & Mather has made the creatives, Madison will be responsible for the media planning and buying for the campaign, which includes television, print and radio. "We are in talks with some of the banks and other leading FMCG majors for running cross-marketing promotional deals," said Nath.

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