In a fun twist on digital payments, Centerfruit has teamed up with Paytm to launch an audio branding campaign that’s hard to miss. Now, when customers make payments at over 10,000 stores across Delhi and Kanpur, they’ll hear a playful “laplaplap” sound instead of the typical “thank you” after each transaction.
‘Laplaplap’ Meets UPI
The campaign brings Centerfruit’s cheeky tagline—“Kaisi Jeebh Laplapayee”—into the digital era, giving it a new sonic life through Paytm’s Soundbox system. The aim is to trigger an instant brand recall in a light-hearted, in-the-moment way.
“UPI and Paytm are everywhere now,” said Gunjan Khetan, Marketing Director at Perfetti Van Melle India. “We’re using the Soundbox to create joyful, unexpected moments that connect with consumers where it matters most—at the point of purchase.”
Sound That Sells
Paytm echoed the enthusiasm, calling the campaign a fresh way to make payment experiences more interactive and enjoyable.
“Our Soundbox transformed how merchants accept payments,” said a Paytm spokesperson. “Now, with Centerfruit’s twist, we’re adding surprise and delight to daily transactions.”
Live in High-Footfall Stores
The campaign is currently active in high-footfall outlets, especially in local markets and kirana stores where quick commerce meets real-time consumer engagement.
Perfetti Van Melle India says the early response will shape future rollouts. If reception is strong, the initiative could expand to more cities and formats.
Bite-Sized Branding, Big Impact
This collaboration is a clever example of how brands can integrate with everyday tech to create memorable, sensory-driven experiences. As digital payments become part of daily life, it’s moments like these—brief, branded, and fun—that stick.
