Adding pop culture references in their brand communication, LazyPay has launched a new campaign, LazyPay Hai Toh Life Sorted Hai.
The Sacred Games themed campaign by LazyPay, LazyPay Hai Toh Life Sorted Hai, highlights the convenience of the brand’s offerings across categories in an amusing way. The video campaign aims to reflect on how the app is a prospective option to become an integral part of one’s life. It is interesting how the brand has merged these pop culture elements in its digital communication.
Stuck in real-life situations, the protagonist has been shown struggling with no credit availability to satisfy his minor expenses. That’s when the LazyPay app is stitched into the narrative as a solution. The app is the hero of the story, saving the day, the core message being how the app is a smarter solution to daily activities in regards to financial transactions. The brand has been positioned as a transparent and frictionless solution.
LazyPay was able to communicate three verticals and user categories by drawing parallels with Sacred Games. Aspects discussed include responsibility towards elders, expression of love for a partner and caring for friends. On the back of these specific characters and storylines, the app was able to showcase the use case scenarios that are relevant for an average user with spending capacity.
Speaking about the campaign, Pallav Jain, Country Head at PayU Finance, said, “The campaign captures the true essence of smooth shopping experience combined with alternate credit that’s just a click away.”
“It depicts the every day scenarios which most of us and especially millennials go through, be it that month-end salary crunch or struggle in getting a personal loan for their trip they had planned with friends. We are positive that our special campaign will connect well with our consumers,” he explains.