Paytm, which has received an in-principle license from the Reserve Bank of India, is planning to launch Rs 600 crore on marketing initiatives, as part of its efforts to create greater awareness of its latest business unit. The company will utilise the amount across media platforms, including, television, digital print, radio and out-of-home advertising. Paytm senior vice-president Shankar Nath said the company is looking at increased saliency around our money transfer, which includes, person-to-person payments at kirana stores and petrol pumps bill payments and movie ticketing businesses. It expects a minimum 40% jump across all these categories. Out of the Rs 600 crore kept aside towards marketing for the financial year ending March 2017, Rs 50 crore has been provisioned for television commercials, which have already started airing. The company had spent Rs 500 crore in the last financial year for marketing initiatives.
