Are mobile wallet brands gearing up for tactical OOH advertising?

 Even as mobile wallet companies like Paytm, MobiKwik and Oxigen are taking the media by storm, exhorting consumers to switch to e-wallets in the wake of the Government’s demonetisation move, all these brands could be straddling the OOH landscape in the metros and Tier 1 and 2 cities alike to drive home their value propositions. The E-Wallet companies are already looking to tie up with small retailers as the sudden withdrawal of high-value currency notes has left the man on the street acutely cash-strapped.

The move to tie-up with the local retailers, many of who are under duress due to sudden fall in business, would perhaps induce the E-Wallet brands to also launch tactical OOH advertising campaigns, that are localised too.

Brands like Ola Money and Freecharge are some of the other players that are launching high-decibel communications campaigns to reach out to consumers who are looking at alternative ways to conduct their individual transactions in the wake of the high-value currency demonetisation.