ePayLater, a buy now-pay later payments platform for retailers, had recently announced a strategic, creative and media partnership with Madison World
Announces launch of a 360 degree campaign titled ‘Tarakkee Ke Pankh’ which signifies Wings of Progress for the kirana stores or retailer community in India
by Suman Gupta
Basis the intent of making a difference to over 12mn retailers with their BNPL integrated platform, ePayLater has partnered with Madison BMB to conceptualize and create an integrated campaign that highlights the impact of their technology to partner and assist in the growth of our next door kirana store who has always worked with trust and loyalty for their customers across generations.
Speaking about the task entrusted to Madison World, Aurko Bhattacharya, Co-Founder, ePayLater, said, “We’ve invested a lot of time and effort in creating a fintech platform that makes the process of availing credit easy for the kirana community. Madison BMB got the pulse of our audience and has created a heartwarming campaign for these unsung heroes of our country. The thematic brand film takes the lead in showcasing how ePayLater helps unleash the true potential of a small businessman by providing empowerment through financial freedom.”
Sunay Jain, Marketing Head, ePayLater added, “epayLater has been an enabler in transforming the lives of retailers or kirana stores in India through its integrated tech platform. In the 360 degree integrated campaign they’ve conceptualized, Madison BMB has not only highlighted the importance of these shop-owners in our lives but also focused on how EPayLater is a catalyst for positive development in their lives.”
Speaking about the creative concept behind the integrated campaign, Raj Nair, CEO and CCO, Madison BMB, said, “We have kept it real and simple. We all know that one local kirana shop owner who is an unsung hero in our lives. Come sun or rain, or even the challenges posed by recent lockdowns, they ensure we get our daily essentials. This integrated campaign for ePayLater is an ode to these kirana shop owners and revolves around how the brand is, in fact, not just a fintech product but metaphorically the wind beneath their wings. epayLater takes pride in their achievements and watches them grow their business and prosper. In order to ensure maximum reach and impact within our audience group over a period of time, we’ve taken the essence of the campaign beyond the thematic film into digital media and shop level activation as well.”
