The campaign, called \\\'YiPPee! to Rupee\\\' will run over the next five months, with Paytm offering recharge coupons equivalent to the cost of the YiPPee! noodle packs priced at Rs 5-40
Paytm has signed a Rs 200-250 crore cross-marketing deal with ITC's noodle brand YiPPee. The campaign, called 'YiPPee! to Rupee', will run over the next five months, with Paytm offering recharge coupons equivalent to the cost of the YiPPee! noodle packs priced at Rs 5-40 and allowing consumers to shop on its platform, says ET report.
"Since the redemption of the coupons will happen on the Paytm platform the campaign will drive trials for us and also gives us access to new consumers," Shankar Nath, SVP, Paytm told VC Circle.
"But since mobile recharge has become a currency, the consumer base we will reach out through YiPPee! is much larger and the traction will be also much higher, "he added.
The report further stated that the company registers about 600,000 orders a day and transactions worth about Rs. 300 crore every month. ITC will use over a million packs across India for the campaign. The company has also created an advertising campaign to support the promotion.
While Ogilvy & Mather has made the creatives, Madison will be responsible for the media planning and buying for the campaign, which includes television, print and radio. "We are in talks with some of the banks and other leading FMCG majors for running cross-marketing promotional deals," said Nath.