Bharatpe launches new TV marketing campaign for Postpe

NEW DELHI: Fintech unicorn BharatPe has launched a marketing campaign to promote its Buy Now, Pay Later (BNPL) product, Postpe. Conceptualized on the theme of ‘Dena Aaram Se‘, the campaign will raise awareness of interoperability and instant approvals. It also aims to tell consumers why they should choose to buy now and pay later. The campaign will run for eight weeks across entertainment, sports and news channels, OTTs and social media.

The film compares the lives of people – one who is stuck in a monotonous life, using traditional payment methods, and the other who leads a smarter life with Bharatpe’s BNPL product.

The film shows how Postpe improves the life of the protagonist, thereby 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 it.

Parth Joshi, Marketing Director of BharatPe, said, “We launched this movie to drive category adoption and enable growth for our product. I think TV advertising will reach GenZ and Millennials and help fuel the growth of postpe and BNPL in India.”

Her latest campaign was launched by Postpe around International Women’s Day in March. The campaign was conceptualized around IWD’s global theme “Break the Bias” and was popular with audiences, helping to increase brand recall among women.

According to analyst website Expert Market Research, the Indian advertising market was valued at nearly 670 billion in 2020. The market is expected to grow at a CAGR of 11% during 2022-2027 to reach 1253.2 billion.

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