Instead of the usual candies given as change, Paytm candies were handed out to customers that could be redeemed for their real worth (Re. 1, Rs. 2, Rs. 5 or Rs. 10) by first downloading the Paytm app. And then entering the unique code on the candy’s wrapper.

Shopkeepers were asked to stock and give the Paytm Sweet Change candy instead of change and other candies. They gave them out as per the change they owed to each customer. The activity lasted for a month. The candy was made available at general stores, hawkers and grocery stores across New Delhi (national capital region).

1 million app downloads. 36% downloads remained active users. Cost of acquisition was brought down to Rs 12 from Rs 60.(five times)

Our focus was primarily on men and women who used smart phones and went shopping to local stores around them. Paytm is an e-wallet that is most widely accepted for day-to-day transactions and yet people don't use it. With launching the Paytm Sweet Change candy, we give them an incentive to download the app and also realize that they can simple use it to avoid the whole situation of getting change and the lack of it.

India is a cash economy, where people are hesitant in using digital money. With 96% transactions happening in cash, there’s always a dearth of change. So shopkeepers resort to tendering candies instead of change. And customers end up losing a considerable sum over time. Paytm as an e-wallet needed to get people to make a habit of using it. We had to get more people to try Paytm and realize its ease and advantage.