In an innovative and playful marketing move, Centerfruit, a leading brand from Perfetti Van Melle India, has partnered with Paytm and its Soundbox technology to create unique consumer experiences at the point of payment. This collaboration transforms over ten thousand stores across Delhi and Kanpur into zones of unexpected joy for everyday shoppers.
Instead of the usual Paytm 'thank you' tone, customers will now hear a cheerful 'laplaplap' sound after completing digital payments through Paytm. This small yet significant twist adds a fun surprise to routine transactions and reinforces Centerfruit’s memorable tagline, ‘Kaisi Jeebh Laplapayee.’
The idea is to embed the brand naturally into consumers’ lives, using high-frequency interactions like digital payments to enhance recall and engagement. This first-of-its-kind sound integration brings Centerfruit’s playful identity into real-world, everyday moments.
Gunjan Khetan, Marketing Director at Perfetti Van Melle India, shared that this partnership taps into the ubiquity of UPI and Paytm across the country. He emphasized that transforming transactional moments into joyful brand experiences helps foster a deeper emotional connection with consumers.
A Paytm spokesperson echoed the excitement, noting that while the Soundbox has revolutionized how merchants accept payments, this new initiative adds surprise and delight, making the payment process more interactive and enjoyable for both customers and retailers.
The campaign, launched in bustling markets with high footfall, has already started receiving positive feedback. Encouraged by the success, Perfetti Van Melle is considering expanding the activation to more regions in India.
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