PayPal, global leader in digital payments, today unveiled its first marketing campaign in India - Safe Hai – emphasizing the company’s commitment towards securing digital transactions. The campaign highlights PayPal’s focus on risk and security and backed by insights that security is a key priority for Indian consumers. PayPal’s core offerings of ‘buyer protection’, easy and fast checkout, safe and secure shopping across the globe are brought to life creatively through this campaign.
In a heartwarming campaign, Safe Hai offers a ‘slice of life’ portrayal of an Indian family and its quest to a secure online payment experience. PayPal takes care of the family’s apprehensions around paying digitally for their gifts, allowing them to focus on what is most important – shopping. Capturing the wedding preparations of an Indian bride and an American groom, the launch film opens with the bride’s mother curiously shopping online for a “Texan Hat” hat to gift the groom’s father. After an interesting turn of events and overcoming apprehensions of paying for the hat online, the families finally exchange gifts – discovering in the process the global-local connect of PayPal and how it is a ‘safe’ way of transacting both domestically and from across the globe.
Speaking about the campaign, Jayant Desai, Head of Marketing, at PayPal India said, “We are excited to launch our first marketing campaign in India. PayPal
stands behind your money and lets you make payments within India and across the world with one account. Consumers and merchants want to feel the excitement of being part of a global economy. We want them to know that PayPal takes steps to ensure the safety of their financial data from being compromised while making online payments. Our campaign that has both traditional and digital legs to it and aims to drive comprehension amongst consumers and merchants how PayPal the Safer, easier way to pay. Safe Hai”
Subsequent series of commercials show the same families indulging in hassle-free gifting spree with each other – be it a wedding cake or an ethnic attire. One of the commercial also depicts the protagonist’s father easily returning an ill-fitting bandhgala and getting the money refunded through PayPal under its ‘buyer protection’ policy. The campaign further emphasizes how PayPal takes steps to ensure that the users data is secure, facilitates quick shopping with ‘One Touch’ and protects the buyer when the goods purchased are not as shown on the website of the merchant – enabling seamless payments across more than 200 markets and 19 million online stores.
Sumanto Chattopadhyay, Chairman & Chief Creative Officer, Soho Square India, said, "The India launch for global online payments giant PayPal has been an exciting journey for us. Worldwide, PayPal is synonymous with safety and our campaign too is pegged on the promise of 'Safe hai'. Rajit Kapur is the anxious Indian father forever worried about making online transactions. The campaign shows how, with a little help from his family, he makes PayPal the secure go-to option for all their online payment needs. Here's to more Indians discovering safe and sound online transactions with the world-leader in the category."
Shoojit Sircar, Campaign Director, further added, “I had an enjoyable time working on the PayPal campaign. I've tried to establish the characters and bring out the slice-of-life situations in a natural, charming way in the films. The character of the anxious dad (played deftly by Rajit Kapur), worried about online transactions and the rest of the family always telling him that PayPal is safe, offered enough moments for me and the actors to make the most of. I hope the films successfully showcase the ease and safety of using PayPal in India."