Paytm, via Bloomberg Quint / BQ Prime Brand Studio
Seven straight months of sponsored content for Paytm on BQ Prime — one system, 20+ stories, two client rebrands absorbed along the way.
The brief
Paytm retained BQ Prime (Bloomberg Quint) as a Brand Studio partner through 2023 — a running series of sponsored, native-style stories woven into the platform, each one built around a real Paytm product or merchant moment rather than a generic ad unit.
The constraint
A fixed monthly cadence, a full banner set for every single story — leaderboard, medium rectangle, skyscraper, two mobile sizes — plus a matching social post, all reading as editorial rather than advertising while still clearing sponsorship disclosure. Midway through the run, both Paytm and BQ Prime Brand Studio revised their logo lockups, and the template had to absorb it without a rebuild or a missed publish date.
What I did
Designed one reusable creative system — logo lockup and “Powered By” mark top-left, “In Association With BQ Prime Brand Studio” top-right, editorial photography or app screenshot centre-frame, a blue divider bar, then headline and CTA below — and re-populated it every month with new photography and copy across more than twenty stories, from a Hyderabad folk artiste taking Paytm QR donations on a bull’s head, to UPI Lite adoption, to Goldman Sachs’ bullish call on Paytm stock.
The result
Seven straight months of on-time, on-brand sponsored content — January through July 2023 — across BQ Prime’s site and social channels for one of India’s largest fintech platforms, with the same system carrying two rounds of client rebranding without ever needing to be rebuilt from scratch.
