70% of marketing spends will be for activations and educating users: Pallav Jain, Head of Consumer Business, PayU India
LazyPay, a deferred online payment solution, has launched phase two of its brand campaign with the ‘Lazy Anthem’
Deferred payment is the new lazy and lazy is the new cool. Taking that belief forward for a second time, LazyPay (a deferred online payment solution) has launched the Lazy Anthem, a brand song that showcases the various benefits of the platform.
LazyPay, from the stables of leading online payment solution firm PayU, was initially launched in March 2017 and officially went live in June. The launch of the service was accompanied by five digital brand films starring leading stand-up comedians.
The service is back with phase two of its branding campaign just two months after the launch of the product. “After the success of the first phase of our campaign, we wanted to take it to the next level. Music is the one thing that binds the country together and that was the central theme of the bi-lingual anthem which also has a video that celebrates convenience and swift digital transactions. Through our anthem, we urge the youth to simplify their tasks and be smart about transacting online,” said Pallav Jain, Head of Consumer Business, PayU India.
Currently, LazyPay has about 100k users on board and 60,000 active users per month who transact via LazyPay. The team hopes to have 30 million users by the end of the year. The LazyPay team is trying everything to acquire customers and change the digital payment behaviour of millennials. The company plans to invest heavily in educating and introducing potential users to the product.
Jain revealed that 70 per cent of the marketing spends for LazyPay will go to activations and educating users about it. In June, LazyPay had said that the team plans to invest USD 50 million (marketing and development) in LazyPay over next couple of years. It does not intend to make a splash on television for now and will remain on the digital space for the time being. “We are targeting an evolved young audience that spends more time on digital platforms for content consumption and hence social media and OTT has more relevance than traditional ATL channels like TV. PayU will complement its anthem for LazyPay with a number of on-ground activations,” Jain said.
This ninety second anthem is composed and written by The Glitch and Kim Koshie, an ad song and jingle composer. It is sung by Megha Bharadwaj.
LazyPay provides users a deferred payment facility for 15 days with a transaction limit decided as per the purchasing behaviour of every individual. Currently, Zomato, PVR, Box8, Jazz Cinemas, Netmeds and Innerchef and many others allow users to defer payments via LazyPay. The service essentially competes with current digital payment solutions like net-banking, credit and debit cards, digi-wallets, UPI, BHIM, etc.
Take a look at LazyPay’s first brand campaign videos:
