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Executive Summary In the hours following India's historic demonetisation announcement on November 8, 2016 — which invalidated 86% of currency in circulation overnight — Paytm executed one of the fastest and most consequential brand mobilisations in Indian marketing history. Its "Paytm Karo" campaign cluster, anchored by the tagline Ab ATM nahi, Paytm Karo (Now Paytm, not the ATM), deployed print, television, and ground-level media in eleven regional languages within 24 hours