ZEE5, India's largest home-grown video streaming platform and a multilingual storyteller for millions, is proud to announce its latest collaboration with Paytm, India's leading payments and financial services distribution company and pioneer of QR, Soundbox, and mobile payments. Together, the platforms have launched an innovative promotional campaign for ZEE5’s latest original, Hisaab Barabar, starring R. Madhavan. With this collaboration, customers across the country were greeted with a personalised audio message from R. Madhavan when they made a payment on the iconic Paytm Soundbox.
This partnership leveraged Paytm’s Soundbox technology, transforming everyday payments into a creative promotional tool that captivated audiences nationwide. The campaign took place last week, spanning over 100 cities, including metro areas and key Hindi-speaking markets. Madhavan’s voice message on the Paytm Soundbox, inspired by the film’s central theme, created exciting, memorable experiences that resonated with audiences.
A gripping drama centred around the consequences of financial fraud and the pursuit of accountability, Hisaab Barabar sheds light on the importance of trust and transparency in everyday transactions. The film’s themes closely align with the ethos of Paytm, inspiring the campaign’s creative approach, making it a perfect fit for a partnership that turns everyday moments into memorable ones.
Shresth Gupta, Vice President of Marketing for SVOD and Global at ZEE5, stated, “At ZEE5, we constantly strive to create unique and impactful ways to engage our audiences. Collaborating with Paytm’s pioneered Soundbox allowed us to seamlessly blend entertainment with everyday life. This collaboration demonstrates how modern-day tech advancements can bridge the gap between brands and consumers, showcasing this campaign’s versatility as a unique medium for engagement.”
A Paytm spokesperson said, “We are thrilled to see Paytm Soundbox being leveraged as an innovative marketing channel. This collaboration with ZEE5 showcases how our pioneered Soundbox technology can go beyond transactions and be used as a unique medium for brand engagement. This reinforces the potential of technology in transforming everyday interactions into impactful experiences.”
With the massive reach of the innovative Paytm Soundbox and inventive approach, this campaign has redefined the art of film promotion, helping Hisaab Barabar leave an indelible mark among audiences following its release on ZEE5. Through this campaign, ZEE5 strengthens its commitment to pushing the boundaries of user engagement, paving the way for more pioneering collaborations in the future.
