MUMBAI: Mobile marketplace and mobile and DTH (direct-to-home) recharge platform 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.
Paytm, which did a similar campaign with Pepsi and Cadbury 5 Star earlier, has said this is its biggest cross-marketing deal till date.
"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," said Shankar Nath, senior vice-president at Paytm.
Several brands run cross-marketing pro motions, which may be relevant to 30-40% of the people they reach out to, Nath said. "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.
http://m.economictimes.com/industry/cons-products/fmcg/paytm-signs-rs-250-crore-marketing-deal-with-yipee-to-offer-shopping-coupons-with-packs-of-the-itc-brand/articleshow/44147634.cms
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.
Paytm, which did a similar campaign with Pepsi and Cadbury 5 Star earlier, has said this is its biggest cross-marketing deal till date.
"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," said Shankar Nath, senior vice-president at Paytm.
Several brands run cross-marketing pro motions, which may be relevant to 30-40% of the people they reach out to, Nath said. "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.
http://m.economictimes.com/industry/cons-products/fmcg/paytm-signs-rs-250-crore-marketing-deal-with-yipee-to-offer-shopping-coupons-with-packs-of-the-itc-brand/articleshow/44147634.cms
