Meesho joins Paytm's soundbox ad network for consumer engagement

One97 Communications, the parent firm of the Paytm brand, Tuesday, announced its partnership with e-commerce platform Meesho for its soundbox advertisement. Through this partnership, the Paytm soundbox will advertise Meesho's products and services after the successful transaction.

Soumitra Choubey, Director-Brand Marketing, Meesho said, “The sales season brings a lot of excitement among our consumers. In a cluttered time like this, it’s not just what you say, but how you say it. Capturing attention and hacking memory structures has become increasingly challenging. For our marquee sale of the year, it was imperative that we lead with innovation".

Several brands have partnered with Paytm for soundbox advertisement in the past such as Coca-cola for Sprite, Mondelez for Oreo biscuits, and Dabur for Odonil, among others. Paytm soundboxes provide instant audio confirmation for the amount received.

The Soundbox audio advertisements aim to integrate branding and messaging between companies and consumers. Paytm soundbox ads can be customized for different geographies and support 11 languages, including English, Hindi, Kannada, Telugu, Tamil, Malayalam, Punjabi, Marathi, Gujarati, Bengali, and Odia.

A Paytm Spokesperson said, “Paytm Soundbox is one of the most preferred payment devices and the latest Ads solution is a first-of-its-kind offering for brands in the industry. The scale of Paytm Soundbox distribution ensures that marketers and brands can reach their audience in various cohorts of state, city, or language for a targeted & meaningful reach. Through this unique solution, brands can increase customer engagement within a shorter duration while taking it beyond online marketing".

According to Paytm, more than 1 crore merchants have subscribed for subscription services for payment devices such as soundboxes and POS machines as of March 2024 from 68 lakh in the same month in 2023. In the last fiscal year, Paytm said, 2,196 crore soundbox-based transactions were completed.