Paytm : the Lucky Lifafa campaign - Titus, Nidhi, (Indian Institute of Management, Ahmedabad, 2019)
Originally Published InTitus, N., Abhishek., & Mukherjee, S. (2019). Paytm: The Lucky Lifafa Campaign. IIMA/MAR0504. Ahmedabad, India: Indian Institute of Management, Ahmedabad.