A bubblegum brand meets a digital wallet

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This is Luv, and here’s your weekly Marketing Shot :)

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You know that familiar Paytm jingle "Paytm par 20 rupiye prapt hue. Dhanyavaad."

Now imagine it ending with:
"Dhanya laplapalap vaad… maaf kijiye, woh Center Fruit dikh gayi. Aap bhi le lijiye."

That’s not just a funny remix. That’s one of the most clever brand placements I’ve seen in a while.

Center Fruit (yep, the one with the “Kaisi jeebh laplapayee” line) recently teamed up with Paytm and it’s not your usual logo-on-app kind of deal.

They did something smarter.
They hijacked the Paytm Soundbox.

If you’ve been to a kirana store, paan wala, you’ll know that little blue speaker that announces how much money was received after a UPI payment.

Well, now, over 10,000 stores in Delhi, Kanpur and beyond are playing a special version of that sound. And it ends with a cheeky twist: a plug for Center Fruit, delivered with humour and charm.

“Scan, Pay, Laplap”

That’s what they’re calling the campaign. And I love it.

It taps into something so ordinary and dull (digital payments) and turns it into a moment of surprise. That’s what makes it work.

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⚡ 3 Noteworthy News Updates for Marketers

1. Meta Says Link Posts on Threads Are Seeing Better Performance

2. LLMS.txt isn’t robots.txt: It’s a treasure map for AI

3. Threads finally getting its own DM inbox

That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv

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