analyzing advertisements [digital wallets]
TRANSCRIPT
DIGITAL WALLETS
1. Paytm: https://www.youtube.com/watch?v=R1_MhVkvr8o
2. Paypal: https://www.youtube.com/watch?v=1dF9t_xQGks
3. Android wallet: https://www.youtube.com/watch?v=OueObu2aA_M4. Apple Wallet: https://www.youtube.com/watch?v=58gAy85dwf05. Mobikwik: https://www.youtube.com/watch?
v=y5pAeAuZt2Q
About PayTM
• Founded 2010
• Founder Vijay Shekhar Sharma
• History : Paytm was founded and incubated by One97• Services: launched Paytm Wallet….. can pay for the fuel • Funding: Indian industrialist Ratan Tata made investment
Publish Date: • 15th April 2015
Duration :• 50 sec.
User Engagement: • Short Stories of 10sec…• Incidents that viewers can associate..
Elements involved• Soundtrack amplifies the feelings associated…• Characters used are from different age groups….• Common places used as background..
Plot• The complete video consists of short stories of 10 seconds..• The last scene summarizes the advert..
Language & Typeface• Complete advert in Hindi….• Minimal utilization of typeface…
Target Audience• The viewers targeted are common people…..
Style• Empathetic
• Founded 1998
• Founder Ken Howery , Elon Musk
• History : developed security software for handheld devices• Services: PayPal was developed and launched as a money transfer service • Funding: John Malloy from Blue Run Ventures
Publish Date: • 22nd jan 2016
Duration :• 55 sec.
User Engagement: • “New Money” • Curiosity generated.
Elements involvedSoundtrack : aggressive, bold and upbeat.Typeface used and no dialogues.Background effects.
Plot• Old vs New Money.• Revolutionizing traditional usage of money.
Language & Typeface• Simple English vocabulary used • Typeface : backbone of advertisement
Target Audience• Entire population
Style• Bold and Aggressive
• Founded 2015
• Founder Google
• History : Builds on the base established by Google Wallet(2011)
• Services: In-app purchases and tap purchases• Funding: Proprietary Software
About Android Pay
Publish Date: • May 2015
Duration :• 60 sec
User Engagement: • Cathy music• Concept of Contrast
Elements involved• Soundtrack catchy and upbeat• Diversity in people and products• Different shops
Plot• Different people, product, preferences• Same payment method
Language & Typeface• Typeface used as endnote• Use of contrasting accents • Soundtrack only mode of communication.
Target Audience• Fast moving • young generation
Style• Vibrant and dynamic
Apple Pay
• Founded : October 20, 2014• Founder : Apple Inc.• History : Digitizes and replaces the credit or debit card chip and PIN or magnetic
stripe transaction• Services : lets mobile devices make payments at contactless points of sale • Funding : Apple Inc.
Publish Date: • August 2015
Duration :• 30 sec.
User Engagement: Desire to see feature by Apple
Elements involved• Traditional way of advertising consisting:
• Light music with narration• No person• Smooth informative animation
Plot• Initial focus on IPhone• Various Places• focuses on Security(fingerprint) and privacy of information and
transaction
Language & Typeface• Simple and understandable English• Narration only mode of communication.• Typeface as end note
Target Audience• Technology enthusiasts
Style• Simple and informative
About MobiKwik
• Founded April 2009
• Founder Bipin Preet Singh, Upasana Taku
• History : MobiKwik was founded to materialize the idea to shift from hard cash • Services : Mobile and online payments, phone and DTH recharges, money
transfers, shopping• Funding: Unnamed VC firm from US
Publish Date: • 16 June 2015
Duration :• 60 sec.
User Engagement: • Action packed scene• Similar to Bollywood thief chase
Elements involved• The background has a typical Bollywood inspired music. • There are two persons involved, a protagonist and a thief.• The environment includes a ticket booth and a typical Indian street
Plot• They have tried to show the typical insecurities while carrying
traditional cash in wallet.
Language & Typeface• Simple Hindi dialogues to engage and target Indian viewers.• Minimal usage of typeface.
Target AudienceMobile phone users.
Style• Humorous and creative
AIDA
Attention Interest Desire Action
Comparison
Company name
PayTM PayPal AndroidPay ApplePay MobiKwik
Attention Not grabbing attention explicitly.
“New Money” + up beat Sound
Tempting donuts complimented by high tempo music
IPhone used to leverage the brand image and grab the viewer attention
Not grabbing attention explicitly.
Comparison
Company name
PayTM PayPal AndroidPay ApplePay MobiKwik
Interest Empathizing Curiosity generated
Variety New features Humour
Comparison
Company name
PayTm PayPal Android Pay Apple Pay Mobikwik
Desire Ease of use, instant and cashless transactions
Advantages over the old money, available everywhere at all times
Ease, convenience and the quick pace of payment.
Faster, simpler and “secure” transactions.
Faster, simpler transactions and “secure” money
Comparison
Company name
PayTm PayPal Android Pay Apple Pay Mobikwik
Action Tagline-“Paytm Karo”
“Move over old money”
“Pay your way”
Conveys Viewers can already use it
Download the MobiKwik app
Company Paytm Paypal AndroidPay ApplePay MobikwikCriticism Lack of Initial
AttentionNo description of product
• Difficult to understand
• Online payment described less
• Monotonous• Lack of
variety
• Hypothetical• Unrealistic
Comparison
References :
https://paytm.com/about
https://en.wikipedia.org/wiki/Android_Pay
https://www.mobikwik.com/team
www.apple.com/apple-pay/
https://www.paypal.com/in/webapps/mpp/about
THANK YOU.