Google Pay India | 'Celebrating India’s Biggest Payments' | MullenLowe Group

The fintech category in India was a feature war — every brand competing on cashbacks, speed, and convenience. Google Pay had all of it, but none of it added up to a reason to genuinely care about the brand.

I stopped asking why should people use Google Pay and asked a different question: what does money actually mean in people's lives? The insight: every payment carries an intent behind it — and that intent creates impact that far exceeds its face value.

That became the platform — shifting Google Pay's lens from the transaction to the human story behind it. Google Pay grew from 10 million to 60 million monthly active users by giving people a reason to care about the brand that went well beyond the functional.