Project Brief
The Paytm payment devices photography project was driven by the need to produce high-quality product images that would be used for marketing, advertising, and e-commerce platforms. There was a need to create visually striking compositions that highlight the devices' functionality and appeal in real-world settings.
Objective
To create visually appealing imagery that highlights the design of the devices, showcases their packaging as part of the brand identity, and emphasizes their versatility in retail and business settings. These images would be used across Paytm’s marketing channels, including e-commerce and promotional campaigns.
Lead Designer
Role
Oct '20 - Fed '21
Duration
7 Members
Team Strength
3 Days
Photography
Deliverables
44
Type-1 Images Delivered
16
Type-2 Images Delivered
10
Type-3 Images Delivered
The Problem
The project involved delivering 3 distinct types of visuals: individual product shots, devices with packaging, and complex compositions of multiple devices. The challenge lay in capturing the intricate design details of the devices while ensuring the images met the requirements for both print and digital media.
Planning & Process
The shoot was carefully planned in three stages, with the dates already set. This made us ask, "What result do we want?" To prepare, we did a lot of research and brainstorming before the shoot. We sketched ideas, calculated options, and explored different possibilities for each stage to see what we could achieve.
We divided the project into three main stages: 1. Plan, 2. Photoshoot, and 3. Polish. During the Plan stage, we conducted a competitor analysis, gathered references, and decided on things like the lighting, camera angles, how to place the products, and size of the blocks. The Photoshoot stage focused on executing our ideas, adjusting details as needed. Finally, in the Polish stage, we refined the visuals, enhanced elements, & ensured everything aligned with our initial vision. This helped us refine our strategy, making the final output more visually compelling and aligned with current market preferences.
References
The Execution
The 3-day shoot was executed meticulously, with each day dedicated to a specific type of product photography for Paytm’s EDC/POS devices. Day 1 focused on capturing high-quality images of seven individual devices, ensuring that every detail and angle was highlighted. On Day 2, we shifted to shooting three hero devices alongside their packaging and curated props to create a cohesive visual story. Finally, on Day 3, we arranged four to six devices in compositions using custom-made block platforms of varying heights and widths, adding depth and dimension to showcase the products’ versatility and design.
Post Shoot Tracker
After the shoot, we carefully reviewed and tracked our finalized images for post-production. The process involved constant back-and-forth communication with the editing team, where we provided feedback and received updated versions until each image met our quality standards. The focus was on ensuring perfect color balance, clarity, and alignment with our creative vision.
The final deliverables included a total of 70 polished images: 44 Images of Type-1 (Only Devices), 16 Images of Type-2 (Device with Packaging/Props), and 10 Images of Type-3 (Compositions of Devices). This meticulous post-processing phase ensured that each image was refined to highlight the products' features and appeal.
The Impact
The Product Photography Project for Paytm’s EDC/POS devices was meticulously planned and executed, delivering results that exceeded expectations. The visuals added a new dimension to Paytm’s offline product positioning, enhancing their market appeal and setting a new standard for how the devices could be showcased to customers. These images continue to be used across various marketing campaigns, advertisements, and both online and offline collaterals, reinforcing the brand’s presence and visual consistency in the market.
In FY 2023, Paytm acquired approximately 3.9 million new merchants subscriptions, resulting in a total of around 34 million merchants inclusive of 5.8 million payment devices deployed. This growth was driven by the increasing demand for their innovative payment solutions, including QR codes and various payment devices. Paytm reported total revenue of approximately $963 million, reflecting a 62% year-on-year growth. These outcomes reflect the successful execution of our strategy in the competitive fintech landscape.
