Indian e-wallet and fintech company Paytm has launched a new campaign to initiate the conversation about rethinking what treating women respectfully means.

The company has rolled out the campaign in association with Dentsu Impact. The campaign consists of a digital film to make it relatable for young women and men.

While the campaign is set against the backdrop of New Year celebrations, it gives a twist to a common phenomenon of men offering to buy a drink for women at a bar. Paytm invites the audience to challenge their perception of women and their financial dependency, Financial Express reported.

Commenting on the campaign, Anupama Ramaswamy, national creative director, and managing partner, Dentsu Impact said, “Giving it back, by paying it back makes the intent of this campaign palpable for both women and men. The New Year campaign demonstrates how it pays to challenge the conventions of how we think of finance and gender. And any challenge to the traditional way of accepting things makes the brand and the message it conveys modern and aspirational, striking a chord especially with a younger generation”.