Centerfruit and Paytm Add ‘Laplaplap’ Sound to Payment Alerts
01 · A Fun Audio Twist to Mobile Payments
Centerfruit partners with Paytm to introduce a playful and innovative audio twist to digital payment alerts. At over 10,000 stores across Delhi and Kanpur, Paytm users now hear a distinctive “laplaplap” sound instead of the standard “thank you” message after completing a transaction. This unique audio branding initiative aims to transform routine payment moments into memorable brand interactions. By embedding Centerfruit’s signature sound in Paytm’s payment ecosystem.
This campaign perfectly taps into the increasing digital payment adoption in India, where platforms like Paytm dominate the everyday transaction landscape.
The “laplaplap” sound reflects Centerfruit’s brand personality and delivers a fresh sensory connection with users.
02 · Bringing Centerfruit’s Tagline to Life
The campaign creatively brings Centerfruit’s iconic tagline ‘Kaisi Jeebh Laplapayee’ to life through Paytm’s cutting-edge Soundbox technology. This device plays sounds immediately after a payment transaction completes, making it an ideal platform for brand audio messaging.
The Soundbox plays the catchy “laplaplap” sound — instantly linking the moment of payment with Centerfruit’s vibrant identity. This clever use of audio branding reinforces the brand’s presence in a natural, non-intrusive way while making the payment experience more fun and engaging for consumers.
Marketing Insights on the Campaign
Gunjan Khetan, Marketing Director at Perfetti Van Melle India, explains the thinking behind the campaign: “With UPI and Paytm becoming ubiquitous in India, it’s important to stand out in everyday interactions. By integrating Centerfruit’s audio branding into Paytm’s Soundbox, we add a surprising and delightful twist to routine payments.
A Paytm spokesperson adds, “Our Paytm Soundbox has revolutionized how merchants accept payments, improving speed and reliability. This collaboration with Centerfruit adds an extra layer of engagement and delight to transactions, transforming simple payments into memorable experiences. We aim to make payments not just efficient but enjoyable and meaningful for users and merchants alike.”
This partnership highlights the evolving role of payment technology in brand marketing, where transactional moments double as engagement opportunities.
