The product selected is Google’s Google Pay, which is a mobile payment application.

The overall
communication strategy can be divided into three components:
1. Leveraging the brand: Google is known for its ubiquitousness and quality when it comes to
all things tech. When the payment digitalisation movement began after demonetisation in
India, a host of payment applications such as Paytm, PhonePe, etc. sprung up. Google
entered the payment app market late, but communicated to the customers that it has
developed a safe, secure and fast payment application just like its other products.
Customers adopted Google Pay (earlier named Google Tez) largely because of the familiarity
and trust that comes with using Google’s umpteen products.
2. Aligning with the customers:
a. Google Pay is delivered to the customers through the Play Store on the Android
Operating System and App Store for iOS. It is a free-to-use application. It is delivered
through the respective app stores of different operating systems as it is a digital
application targeted at all smartphone users.
b. To target the small merchants and storefronts who were reluctant to adopt digital
payments due to the hassle of verification process, Google marketed a new app
Google Pay for Business.
c. Collaborated with the Indian government to roll out “Digital Payment Abhiyan”.
d. Google ran television ads with message #MoneyMadeSimple emphasising on the
message that Google Pay simplifies the hassle of payments.