You think you are lazy? With this digital firm, it pays off to be laid back

To promote LazyPay, PayU India's digital campaign features ads with stand-up comics

Brand: PayU

Budget: Rs 5-7 crore (estimated)

Agency: The Glitch

If online transactions is all about convenience, a less popular take on it would be how it allows us the choice to be lazy. And who better than comedians to help us laugh at our laziness and even be unapologetic about it? PayU, a global online payment service provider, has done just that by playing on laziness to promote a unique product feature called LazyPay which allows deferral of online payments.

The digital campaign comprises eight advertisements featuring the stand-up comics and follows the April