An ode to the daily warriors – Pine Labs’ new brand campaign
Pine Labs, one of Asia’s leading merchant commerce platforms, today launched a multichannel marketing campaign as a tribute to the dedication and selfless service of the frontline retail warriors in India.
The film being released under this campaign today, captures the lives of kirana store owners, retail pharmacists and solopreneurs during the pandemic. The film depicts the risk and exhaustion these people experience to keep the rest of the country safe at home. It ends with an expression of gratitude – “Thank you for keeping your lights on during our darkest hours”.
Pine Labs is planning to showcase this film across multiple digital platforms.
The film can be viewed here:
Pine Labs has also sent a personalised video to each merchant in their network, thanking them for their resilience. In a first-ever marketing innovation, Pine Labs will also launch a microsite where anyone can dedicate and send out a personalised video to those who have stood by them during the pandemic.
“The unsung heroes to have emerged from the COVID-19 outbreak are the frontline retail warriors, the store owners and their staff. From the initial nationwide lockdowns to the micro lockdowns of today, they continue to provide their services in this hour of crisis. Our film tries to capture their daily work lives and how they are adapting to the new normal. We hope the film inspires one and all and makes us more conscious and appreciative of the efforts put in by the retailers in keeping our country running,” said B. Amrish Rau, CEO, Pine Labs.
“During the onset of the COVID-19 outbreak in March 2020, we had pledged INR 1 crore to various charities. This year as well we have committed INR 1.25 crore towards job protection of frontline store workers in the retail sector. The more we do, the less it is! Workers in retail have done a commendable job during the pandemic and their efforts need to be acknowledged. I am delighted with the efforts of our marketing team and how they have brought to life the everyday struggles of these frontline retail warriors through this film,” said Nitish Asthana, President & COO, Pine Labs.
During the pandemic, changing consumer behaviour has also led to an increase in the use of contactless payments at the point of sale. Launched in January 2021, Pine Labs’ AllTap app is woven into the stories told in the film. It empowers owners of retail stores, pharmacies, and other segments of the working class like tutors, home meal providers, and solopreneurs to embrace contactless mobile payments for safer and faster transactions in the new normal. With over 100,000 installs and counting, Pine Labs AllTap helps the user accept UPI, card, wallet, link-based payments and enables contactless ‘tap to pay’ card payments of up to INR 5,000 which the customer can pay by just tapping their card on the merchant’s NFC-enabled Android smartphone.
Creative team – Praveen Balachander, Hitesh Razdan, Ragini Dutta
Brand Manager – Sarahana Sanchay
Production – Footloose Films
Director: Indrasish Mukherjee