Paytm ties up with ITC’s YiPPee! Noodles in a Rs 250-crore deal

Marketing | October 8, 2014 | News

Paytm ITC YiPPee! Noodles

Paytm, mobile commerce platform, has tied up with ITC's YiPPee! Noodles in a deal worth Rs 250 crore to launch ‘YiPPee! to Rupee' campaign. As a part of the association, every time a person buys a pack of YiPPee! Noodles priced between Rs 5 to Rs 40, he/she gets a Paytm coupon of the same value inside the pack. YiPPee! Noodles are a product of the Sunfeast brand under the umbrella of the ITC Group, one of the biggest multi-business conglomerates in the country.

As a part of the biggest cross-marketing deal that Paytm has entered, the coupon inside the YiPPee! Noodles packs can be encashed as Paytm money into the Paytm wallet. This amount can be used for recharging one's phone or for buying anything on the Paytm marketplace or across its various merchant partner websites. The offer is available across millions of packs of YiPPee! Noodles.

Shankar Nath, Senior Vice President, Paytm said, "The association with YiPPee! Noodles ties up seamlessly with our core objective of reaching out to a young consumer base and working professionals. By integrating our target market with that of the leading noodle brand, we will be able to reach out to a wider customer segment and build awareness about the benefits of using the Paytm mobile wallet. It is also a loyalty reward for existing consumers of both the brands."

The marketing association between the two leading brands will last for five months. Paytm and YiPPee! Noodles are also coming out with a branded promo to announce the offering. The companies will be launching a co-branded TVC for which the creatives have been designed by Ogilvy & Mather. The ad campaign is already on air starting October 3. Madison will be responsible for the media planning and buying for the campaign, which includes television, print and radio.

The association will include 360 degree marketing as well as a co-branded TVC designed by Oglivy & Mather

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