PhonePe, Paytm look to knock down the age barrier with new ad campaigns

Pitching ease and convenience instead of discounts and offers, mobile wallets go all out to woo the silver generation

Aamir Khan impersonating a genial grandfather with an all-white mop of hair tells his rather talkative grandson that he always plays safe, be it tackling a spinning ball in a game of cricket or making payments via the Flipkart-owned mobile wallet, PhonePe app. Paytm’s campaign with the tagline ‘Kisi ki life ka Paytm bano’ (Become somebody’s Paytm) targets seniors too. The ads show younger users helping  older men and women conduct simple tasks on the app. 

In the first flush of growth, young Indians were the power beneath the wheels of the digital payments ecosystem. Now, with the market more