Inside Paytm’s Smart Rewards & Referral Influencer Campaign
Introduction
In the world of digital payments, standing still means falling behind. Paytm’s May 2025 campaign is a perfect example of a brand on the move, executing a savvy, two-pronged strategy to not only grow its user base but also deepen engagement with its existing community.
This wasn’t just a generic brand awareness push. It was a targeted activation with two crystal-clear goals. First, to supercharge user growth through a lucrative referral program promising up to ₹10,000 a month. Second, to drive adoption of a key feature: linking RuPay Credit Cards to UPI, turning everyday payments into opportunities for rewards. By deploying a diverse set of influencers, Paytm transformed these corporate objectives into simple, compelling “life hacks” for their audience.
Real Influencer Moments
From announcing killer deals to showcasing signature scents, these creators brought The Man Company’s vision to life.
The Viral Driver: Kalpana’s reel was a massive hit, soaring to 2.1 million views. By using a personal referral code (KALPANA10), she made the “Refer & Earn” promise feel personal and trustworthy, tapping into her influence as a trusted mom blogger.
Another powerhouse post, this reel hit 2 million views with a direct and simple message: refer the app and earn. Its success proved that a clear, high-value offer needs no complex explanation to go viral.
Naira also used a personal referral code (Nidhi25), effectively turning her feed into a personalized invitation and showing her followers a direct way to benefit from the platform.
Snehaa focused on the “Scan, pay, earn cashback & repeat” mantra, perfectly explaining the value of linking a RuPay Credit Card to UPI. Her reel made the new feature feel like a smart, rewarding habit.
Using the hashtag #UPIKaroRewardLeLo, Abhi’s reel reinforced the core message that big rewards start with one smart move, positioning the feature as a must-have for savvy users.
This creator highlighted the ultimate convenience: “Why carry cash when your RuPay Credit Card can scan & pay?” By showing it works everywhere from kirana stores to malls, the post made the feature universally appealing.
Combining both campaign pillars, Naveen’s reel hit 1.3 million views by showcasing the ease of UPI payments while also reminding followers about the lucrative referral program—a perfect one-two punch.
This post focused on a simple, universal pain point: your mobile plan ending. It positioned Paytm as the quick, obvious solution, grounding the high-tech app in a very practical, everyday use case.
Ankita (@the_socialbutterfly_ankita)
Ankita echoed the core RuPay on UPI message, acting as another voice that helped the campaign’s key phrases and hashtags achieve high repetition and recall online.
The Strategy: A Two-Pronged Attack for Growth
Paytm’s campaign wasn’t just a collection of posts; it was a highly disciplined and effective strategy. Here’s what made it work:
The Growth Engine: User-Led Referrals. The “Refer & Earn” program wasn’t just a feature; it was the campaign’s engine. By offering a high-value incentive (up to ₹10,000), Paytm turned its users and influencers into its most powerful marketing team.
The Stickiness Factor: Deepening Feature Use. The push for RuPay on UPI was designed to make the app more indispensable. By teaching users a new, rewarding way to pay, Paytm increases its utility and makes it harder for competitors to lure them away.
The Power of Repetition: The messaging was incredibly consistent. Key phrases like “Refer Paytm app to your friends & family” and “Scan, pay, earn cashback” were repeated almost verbatim across multiple high-reach posts, drilling the core benefits into the audience’s mind.
Paytm's Formula for Growth and Stickiness
This campaign offers a sharp, actionable playbook for brands aiming for real impact. The core lesson is to own the moment; instead of just participating in a major sales event, a brand should aim to become its star through deep, strategic integration. This is powerful when combined with the principle of selling the transformation, where the focus shifts from the product itself to who the customer becomes after using it. Finally, this message is most effective when delivered by a strategic squad of influencers, where different creators are assigned specific roles—from building broad awareness to driving final conversions—to ensure the entire marketing funnel is covered.
