Ambush marketing seems to have been the new trend as of late. We have seen some of the brands targeting their rival brands in their latest ad campaigns. While some may find it out of place, a healthy rivalry is always good for the economy.

Paytm because it seems that one has also followed the trend. For his recent advertising campaigns for IPL 2021, Paytm has launched a series of campaigns targeting its rival payment app UPI, which we all know who it is, but let’s call it the ‘Slow Pay’ app.

When making a payment online through UPI, have you ever experienced the feeling of nervousness that runs down your spine when the payment takes too long to complete? The awkwardness you feel while standing at the checkout counter and wondering if it is going to be approved or not?

Or even the struggle of having a failed transaction while the payment is deducted from your bank account. These are all very real struggles that many of us go through on a regular basis and that Paytm has used very wisely in these ad campaigns.

In this fun series of ads, the user appears to have difficulty making payments through other UPI applications. That’s when the voiceover comes in and says’Inhe Koshish Karne Do, Aap #PaytmKaro‘.

In one of the ads, a young man gets a new haircut. And while his barber waits to be paid, the man nervously waits for the payment to be completed.

In another ad, Paytm uses the crash we feel when the ‘app’ takes too long to make a payment.

Or what happens when you’ve just had a splendid dinner at a fancy restaurant and the waiter is standing there with the bill pending? The fact that the application takes too long makes the wait too uncomfortable.

In this one, you can see a young woman quite happy with her tailor’s work on her new dress. But when it comes time to make the payment, the delay is not so comforting.

Repairing your car can take a long time. But a UPI transaction must be fast and without delay.

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