Amazon Pay has rolled out a campaign featuring actor Ayushmann Khurrana, that highlights how users can enjoy a smarter way of managing all their bills in one place.
The campaign comprising two films has been conceptualised by Ogilvy. The films showcase Khurrana struggling to complete mundane household chores, even as he holds forth on the efficient way to pay bills online.
This narrative draws a parallel between the seamless convenience of online bill payment using the Amazon Pay app, and the tedium of everyday tasks. While the first film shows him labouring over cutting a bunch of cherry tomatoes, the second one depicts his struggle with opening a jar of mayonnaise. The film ends with his partner showing him an efficient and 'smarter way' to complete both tasks.
Anuradha Aggarwal, director, user growth and CMO, Amazon Pay India said, “In today's fast-paced world, managing bills, remembering each of their due-dates, hidden charges/penalties, along with choosing the best ways to pay, all become a time-consuming and cumbersome experience. ‘Bill Payments Ka Smarter Way’ is our endeavour to simplify and modernize the recharge and bill payment experience for the customers. Amazon Pay is committed to streamlining such everyday transactions, making them easier, more secure, faster, and hence ‘smarter’. We will continue to bring forth such holistic campaigns and solutions that solve customer problems, disrupt the market, and encourage them to enjoy an unmatched payment experience.”
Ravi Desai, director, marketing, Amazon India said “Our campaign 'Bill Payments Ka Smarter Way' elegantly demonstrates how an ingenious idea can transform the way we approach our everyday tasks like bill payments. The core idea was to creatively bring alive the efficient solutions offered by Amazon Pay for routine chores such as paying bills, at the backdrop of humour that cuts across promotional storytelling"
He added,"It's a departure from the hassled payment experience, as it unveils the remarkable narrative of discovering a smarter way to pay bills and approach our daily tasks. Customers have inadvertently complicated their bill payment process by signing up on multiple apps, yet often overlook the inconveniences that ensue. Our aim is to jolt them out of this inertia, urging them to recognize Amazon Pay as the smarter solution for such everyday payments and a lot more.”
