Pay Per Chime

That familiar voice at your neighbourhood Chai Tapri or Kirana Store, ‘Paytm par `XX prapt hue’ has quietly become a part of India’s digital payment culture. Initially designed to confirm successful transactions, these payment sound boxes are now playing a dual role. Across India’s small shops and bustling street-side stalls, what started as a simple payment confirmation has quietly transformed into a hyperlocal advertising tool. Slotted between transactions, a crisp 4–5 second audio ad now plays at just the right moment when customers are most alert, wallet in hand, and ready to spend.

Brands are taking notice. Last year, Meesho partnered with Paytm during its Mega Blockbuster Sale, using the soundbox as a media channel to directly engage shoppers at the point of purchase. More recently, Centerfruit from the house of Perfetti Van Melle launched a similar campaign by replacing the usual ‘Thank You’ chime with its playful ‘Laplaplap’ jingle. The campaign has rolled out across over 10,000 retail points, from vegetable vendors to grocery stores, in Delhi and Kanpur, and is available in 11 local Indian languages.

Industry estimates suggest there are currently 10–12 million soundbox devices deployed across the country. If this trend continues, soundboxes could emerge as a powerful new advertising channel. However, experts caution that overuse may reduce effectiveness; too many ads could lead to listener fatigue and diminished impact.
PhonePe also used a celebrity voice feature, leveraging the iconic voice of Amitabh Bachchan, in which the standard automated payment notification comes in Bachchan’s distinctive baritone. The fintech company utilises this to enhance the brand recall at the point of sale.