Dentsu Impact- agency behind Paytm’s Women’s Day Social Experiment


The matter of financial literacy poses deep questions that we need to ask ourselves today. Despite not being widely spoken about, these are especially in the context of gender disparity in Indian society.

Consequently, the creative agency from the house of dentsu international, Dentsu Impact India, partnered with Paytm to launch an impactful social experiment this women’s day, that centres around this very topic.

The campaign has aimed to make viewers realise that making women in India financially literate and confident is a major and crucial step to practising gender equality and this experiment was conducted by award-winning director Ruchi Narain.

When it comes to financial conversations, modern Indian woman do not lack ambition or ability but still surprisingly many are uncertain and not confident. The importance of financial knowledge for women has not been given its due significance, to date. It is primarily believed that men should be in control when it comes to financial matters and they are the ones who can handle financial matters better. Thus, this film urges the audience to separate gender from finance.

Links to the film:






Dentsu Impact was established in 2006, a creative arm of the DAN, with a vision to expand Dentsu India’s business portfolio and to focus on unexplored business potential. It has emerged as the fastest growing organisation within the Dentsu India Group, using best practices from Dentsu Japan. With a single-minded objective of creating impact, Dentsu Impact is led by experts in creative, strategic planning and account management.

Dentsu has been recognised as the Agency Network of the Year by Exchange4Media 2016 and the company has also won the title of South Asian Agency Head of the Year by Campaign Agency of the Year Awards 2015. Dentsu is the 2nd largest Advertising Network which has 3500 passionate professionals in 16 cities and 52 offices.

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