Dentsu Webchutney creates new brand thought for ' #pointkyahai'

Payback, has joined hands with Dentsu Webchutney, the digital agency from the Dentsu Aegis Network, for the online and digital marketing of their new brand thought

BestMediaInfo Bureau | Delhi | December 3, 2015

On the new brand thought and brand strategy, Gaurav Khurana, CMO, Payback India, said, “The new brand thought comes as a logical next step in Payback's  brand evolution journey. It marries the core payback product proposition with the evolving customer's need for getting more from every transaction.”

Explaining the role of social media for marketing, he added, “As part of our strategy, social media has played and will continue to play a significant role for us. We received a tremendous response for our campaigns from all our customers and even non- customers. With the kind of work that Dentsu Webchutney has done in the recent past, we are confident that we will be able to accomplish some great work together.”

Sidharth Rao, CEO, Dentsu Webchutney, said, “We are privileged to work with Payback India. It enhances our credentials as the leading full service digital marketing agency in India. It is an interesting and a challenging category to work on and we are looking forward to do some great work together which will stand out on the digital stage.”

The Campaign: Nothing is pointless

In a bid to showcase their wide portfolio of partner brands and redemption options, Payback came up with a new tagline which promises consumers that nothing is pointless at Payback. It was led in with teaser campaign #PointKyaHai which trended on Twitter on 1st spot for first few hours and garnered over 180 million impressions.

Moosa Khan, Creative Director, Denstu Webchutney said, “We had a lot of fun conceptualising and executing #PointKyaHai for Payback. The campaign was one of those rare instances where the communication and the product fit together extremely well.”

Ashish Kaushik, Senior Director, Dentsu Webchutney said, “Payback India wanted to launch their Search and comparison engine Payback Bingo and revamp their marketing strategy, positioning Payback as a youthful, fun, smart, easy and provocative brand. So we came up with a witty campaign and executed it in an edgy way.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com