MUMBAI : Home-grown streaming platform Zee5 has teamed up with Paytm, the trailblazer in mobile payments and Soundbox techy, to launch a groundbreaking promotional campaign for its latest original film, Hisaab Barabar, featuring R. Madhavan.

The campaign, which took place across 100+ cities, including key metro and Hindi-speaking regions, greeted Paytm Soundbox users with personalised audio messages from Madhavan when making payments. The initiative transformed everyday transactions into an engaging film promotion, resonating deeply with audiences and bringing the film’s themes of financial transparency and trust to life.

Hisaab Barabar is a gripping drama focused on the consequences of financial fraud, aligning closely with Paytm’s ethos of promoting accountability in financial transactions. The collaboration showcases how modern technology can blend entertainment with everyday experiences, creating memorable moments for users.

Zee5 vice president of Marketing Shresth Gupta  commented, ‘This campaign seamlessly integrates entertainment with daily life, demonstrating how tech innovations can connect brands and consumers in a meaningful way.’

A Paytm spokesperson added: ‘We are excited to see the Soundbox being utilised as a creative marketing tool, proving that technology can transform everyday interactions into impactful experiences.’