Kajol stars in Google Pay's 'Sab tick hai' user-friendly campaign

Lowe Lintas has recently launched an engaging campaign in collaboration with Google Pay, India’s leading digital payment platform. This campaign features the beloved Bollywood actress Kajol and aims to highlight the sense of confidence, solace, and peace of mind that users experience while using the payment app.

In the rapidly evolving landscape of e-payments, consumers are increasingly prioritizing convenience and security in their financial transactions. Google Pay's campaign captures the essence of these values through poignant storytelling and striking imagery. By teaming up with Kajol, a cultural icon celebrated for her authenticity and relatability, Google Pay hopes to forge a deeper connection with users across diverse demographics.

Naveen Gaur, Group Chief Operating Officer (Growth & Innovation) at MullenLowe Lintas Group, shared his thoughts on the campaign, saying, "With digital payments becoming an integral part of our daily lives, we wanted to reiterate and reassure users about GPay's ability to handle their payment needs in a simple, secure, and fast way. To bring this to life, we let the product take center stage with the audio and visual mnemonic of the blue tick serving as a positive reaffirmation of a seamless payment on the app. Be it merchant payments, FASTag, or mobile recharge, our protagonist Kajol and her family and friends go about using GPay effortlessly. This is supported by a musical track in the background reinforcing ‘Sab Tick Hai’."

The campaign's narrative revolves around the everyday experiences of individuals navigating their financial journeys with Google Pay. Whether enabling customers to make purchases using any UPI QR code, recharging their FASTag on the go, or quickly renewing entertainment subscriptions, each interaction is imbued with a sense of trust and reassurance, emblematic of Google Pay's commitment to user security and convenience.

Mohit Pasricha, Unit Creative Director at Lowe Lintas, added, “Consumers are not writers; they don't express emotions like we might. Their trust reflects in many different ways. One such way is how they enunciate and call out the brand's name. This simple observation guided our approach. The way someone says 'Google Pay Hai' says it all.”

Overall, this thoughtfully crafted campaign seeks to resonate deeply with users, reminding them of the ease and security that Google Pay offers in their everyday transactions.