AskMePay asserts its superiority amongst pay apps in first ever campaign

Consumer Internet company AskMe has rolled out its campaign – ‘Bapp of all Pay Apps’ – for its e-wallet app, AskMePay. The ad film starring Ranbir Kapoor was released yesterday, establishing for the first time payments through an app for both online and offline merchants with the AskMe network and beyond.

Conceptualised by Rajkumar Hirani Films and the marketing team at AskMe, the ad film shows Ranbir as a new age digital native, who shops on his mobile for the widest range across products and services on the AskMe app and pays using AskMePay. The widest range of offerings on AskMe network across AskMeBazaar, AskMeGrocery and Mebelkart is depicted in a unique creative form where products endlessly keep coming out of his bag at an airport security check counter. And Ranbir chooses to pay for all of this using his phone rather than traditional formats of currency, cards, etc. In today’s world, where people seek easy ways of shopping given the paucity of time, AskMePay comes with a premium payment platform to help create a value for both its customers and merchants.

Elaborating on the campaign, Manav Sethi, Group CMO & Head - Digital Strategy, AskMe, said, “For us, it’s an obvious and logical product offering. AskMe Network has 15+ million SMEs who offer either a product or a service. In most of the cases, the transaction consummates on our platforms itself across AskMe, AskMeBazaar, AskMeGrocery and Mebelkart. POS (Point-of-sale) systems for payments acceptance has been colossal failure in India due to prohibitive costs. Mobile phone is ubiquitous device for merchants ranging from grocery seller to a doctor who pays for premium listing on AskMe or a restaurant manager/ owner who offers awesome deals for next Sunday brunch on AskMe. AskMePay aims to be that vehicle that allows payments for these scenarios in both online and offline world. We launched ASKMEFin with similar intent to enable funding needs for these merchants who get transacted through us.”

Creative Director Karan Narvekar added here, “The idea behind ‘Bapp of all Pay Apps’ was to showcase how today’s generation use mobile apps and services to their advantage. The whole concept of cashless payment, which is the trend of the new age, is reflected through this campaign with range of offline services and online products available on AskMe Network of apps.”

When asked about the decision to continue with the ‘Bapp of all apps’ tagline of the earlier AskMe ads, Sethi explained, “‘Bapp of all Apps’ is a tagline launched by the AskMe group at the time of launch of the AskMe app. AskMePay is baap of all pay apps because it is empowering 15 million SMEs both offline and online to transact without hassles of cash and cards.”

On the media mix for the latest campaign, Sethi informed, “We are working on an interesting partnership with the Facebook India team and would initially be digital only as far as full edit is concerned. We believe that consumers and consumption has moved from digital media to digital video platforms and hence, with today’s scale of consumption, it is possible to build a brand digitally. AskMePay is one such endeavour.”

He further said, “JWT Delhi was our creative agency till March 2016. The mandate has been withdrawn from them. We work directly with Rajkumar Hirani Films on ATL creative now. It is a joint effort between the teams of AskMe and Rajkumar Hirani Films.”

Registration on AskMePay is free for merchants in this promotion period for limited duration. It comes loaded with rewards, cash-back and lots of deals for end consumer.

Watch the ad film:
https://www.youtube.com/watch?v=g_XCsHWYqRw&feature=youtu.be

Campaign credits:

Brand: AskMePay
Company: Getit Infomedia
Agency: Rajkumar Hirani Films
Director: Rajkumar Hirani
Creative Director: Karan Narvekar
DOP: Manu Anand
Music Director: Sameeruddin