In late 2019, Amazon Pay was trying to scale up their UPI customer base, having entered the game quite late. At the time, Google Pay was ruling the roost, itself soon to be deseated by PhonePe. I was a freelance communications consultant for Amazon Pay, commissioned to help the many business units under it bring some consistency to the brand voice and messaging. At the end of a 2-year engagement, we did a series of training sessions and closed with a Write Guide for the team.

But I digress.

Back in 2019, while Amazon Pay was trying to win over customers from Google Pay, I had this idea for a print ad. Never pitched it, knowing that one of the brand’s policies is to not take on the competition directly. But, it still remains one of my favourites.

Disclaimer: This ad was created on spec and was not commissioned/approved by Amazon Pay or published in the Times of India.