Acknowledging the Unsung Warriors

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Pine labs pay tribute to the retail warriors in India. Pine labs is one of the leading merchant commerce platforms in Asia. They launched a multichannel marketing campaign to salute the selfless service and dedication of the frontline retailers in India.

The campaign depicts the lives of retail pharmacists, Kirana store owners, and solopreneurs amidst the pandemic. The film captures the exhaustion and risk they experience to protect the rest of the country and keep them safe at home. It ends with a note of gratitude – “Thank you for keeping your lights on during our darkest hours.”

The campaign will be showcased on multiple digital platforms. The brands have also sent a personal video paying gratitude to them for their resilience to each merchant. In their first-ever innovation, Pine Labs will launch a microsite where anyone can send out and dedicate a personal video to the people who have stood by them throughout the pandemic.

CEO o Pine Labs B.Amish Rau, said, “The frontline retailers are the unsung warriors who have emerged from the pandemic. From the beginning of the nationwide lockdowns to the micro lockdowns that we follow now, the retailers continued to provide services in the hours of crisis. The film, I believe, has managed to capture the daily work lives of the workers and how they have been adapting to the new world. Our aim is to inspire everyone to make the society more appreciative and conscious of the efforts put in by the workers in the services they provide in keeping the country running”.

Launched in January 2021, Pine Labs’ ‘AllTap app‘ is woven into the stories told in the film. The pandemic has changed the mindset of the consumers and has made them more health-conscious to the point that they prefer contactless payment. The app urges owners of pharmacies, retail stores, and other working-class sections like home meal providers, tutors, and solopreneurs to shift and adapt contactless mobile payments for faster and safer transactions in this new normal world. With around 100,000 installs and plus, the Pine Labs AllTap app helps users accept card, UPI, wallet, link-based payments, and contactless card payments of ‘tap to pay’ up to INR 5,000. With the ‘tap to pay’ option, the customers can pay by tapping on their card on the retailer’s NFC-installed Android smartphone.

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