Paytm launched a new campaign on social media featuring Kokilaben(Rupa Patel) of  ‘Rosode Mein Kaun Tha?’ fame and this time, she is asking ‘Phone pe kaun tha?’(Who was on the phone?). It is part of Paytm’s efforts to raise awareness about phishing where people assume fake identities to obtain sensitive data like bank details and passwords. This is often done by dismaying the consumers by stating that their KYC details have expired or by luring them in with attractive offers.

Paytm leveraged a trending meme in the perfect way and with great timing since the memories of Kokilaben yelling at her daughter-in-law Rashi are still fresh in people’s minds. In this Paytm campaign, she can be seen yelling at a fraudster while educating viewers about phishing scams whilst using several phrases that are reminiscent of the viral video of ‘Rasode Mein Kaun Tha?’ created by Yashraj Mukhate.


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This formula of using characters from trending memes in ads has been known to work consistently like in the case of Dancing Uncle used by Bajaj Allianz or Priya Prakash Varrier being featured in a Pringles ad. However, brands must tread carefully and keep the context relevant, relatable and most importantly, fun for the viewers.