PayU India, an online payment service provider has launched a digital marketing campaign #BeLazy to promote deferred payment feature ‘LazyPay’.
The campaign is created by leading creative agency – The Glitch, featuring popular stand-up comedians of the country such as Cyrus Sahukar, Hoezay Covaco, Varun Thakur, Jeeveshu Ahluwalia, Kaneez Surka and others. The campaign also includes some outlandish social media outreach programs, ATL activations and unique customer engagement activities.
LazyPay is a first-of-its kind premium deferred payment feature for consumers. It is a product aimed at those who recurrently transact digitally for any amount up to Rs. 2,500 where they have an option to pay later. The aim of the product is to drive faster purchase experiences and convenience by reducing friction on online checkouts and achieving a zero-drop situation for online payments.
It is a convenience product for anyone to pay later and the facility could extend for amounts from Rs. 3,000 and even up toRs. 10,000, depending upon customer behaviour. LazyPay provides users a deferred payment facility for 15 days with a transaction limit decided as per the purchasing behaviour of every individual.
Excited about the new marketing campaign, Abhijit Bhattacharya, Head Marketing – Consumer Business, PayU India said, “The #BeLazy brand films and campaign positions LazyPay as a catalyst of convenience and connects with the millennials in India who are always on the go and need a platform that’s convenient, quick and can help them ‘buy now pay later’. We have imbibed learnings from real-life situations and used product innovations to solve for them.”
“With this new campaign we will roll out interesting LazyPay merchandise and innovative consumer connect activities. The focus of the campaign is to spread awareness of the launch of PayU’s deferral platform and to inform the consumers on how, each of its feature, which are in turn beneficial to them for their day to day activities,” added Abhijit.