Mumbai: ePayLater, a buy now-pay later payments platform for retailers, has launched a campaign #TarakkeeKePankh that showcases how the platform helps unleash the true potential of a small shop owner by providing empowerment through financial freedom.
Conceptualised and created by Madison BMB, the campaign is an ode to our neighbourhood shopkeepers and kiranas, and aims to portray the brand as the wind beneath their wings metaphorically. The brand film is directed by Deepti Nangia and produced by Momomoto Studios Production house.
“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,” said Madison BMB CEO and CCO Raj Nair, speaking about the creative concept behind the integrated campaign. “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.”
“We have invested in a lot of time and effort in creating a fintech platform that makes the process of availing credit easy for the kirana community," said ePayLater co-founder Aurko Bhattacharya. "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.”
"In the 360-degree integrated campaign, 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,” added ePayLater marketing head Sunay Jain.
