Paytm signs Rs 250 crore deal with ITC's Yippee Noodles

Mobile and DTH (direct-to-home) recharge platform Paytm has signed Rs 250 crore marketing deal with ITC's noodle brand Yippee, according to a report published in Economic Times.

The campaign which is called 'Yippee to Rupee' will run over the next five months with Paytm offering recharge coupons equivalent to the cost of noodle priced at Rs 5 to Rs 40.

Paytm also did a similar campaign with Pepsi and Cadbury 5 Star earlier. "Since the redemption of the coupons will happen on the Paytm platform, the campaign will drive trials for us and also provide us access to new consumers," said Shankar Nath, Senior VP, Paytm.

While the ITC spokesperson could not be reached for comment, Nath said “Paytm has added 5-6 million new customers on board and its total registered base is 20 million, of which about 15 million are regular users.”

The company registers about 600,000 orders a day and transactions worth about Rs 300 crore every month. ITC will use over a million packs across India for the campaign. The company has also created an advertising campaign to support the promotion.

While Ogilvy & Mather has made the creatives, Madison will be responsible for media planning and buying for the campaign, which includes television, print and radio.