Centerfruit has teamed up with Paytm to launch a unique audio branding campaign that brings a playful twist to everyday digital transactions. Rolled out across over 10,000 retail stores in Delhi and Kanpur, the initiative replaces Paytm’s standard “thank you” alert with Centerfruit’s signature “laplaplap” sound after each successful payment.
This campaign marks a fresh way to activate Centerfruit’s popular tagline, ‘Kaisi Jeebh Laplapayee’, by turning routine mobile payments into engaging brand experiences right at the point of purchase.
Gunjan Khetan, Marketing Director at Perfetti Van Melle India, shared:
“UPI and Paytm have become a part of daily life in India. By partnering with Paytm’s Soundbox technology, we’re turning ordinary transactions into moments of joy—what we call ‘jeebh laplapayee’ moments. It’s these small, unexpected experiences that build stronger emotional connections with consumers.”
A Paytm spokesperson added:
“Our Paytm Soundbox has revolutionized in-store payments. With Centerfruit’s fun integration, we’re introducing surprise and delight into these moments, making digital payments even more memorable and engaging.”
The campaign has been strategically launched in high-footfall areas, with plans for broader expansion based on initial consumer and retailer feedback. If successful, Perfetti Van Melle India aims to scale the initiative across additional markets in the coming months.
This creative blend of audio branding and fintech innovation represents a new chapter in how brands engage customers in everyday environments.
