Itz Cash is up for grabs

Multi-purpose prepaid card company Itz Cash has initiated a creative as well as media pitch. Simultaneously, the authorities are reviewing numerous digital and PR (public relations) agencies as well.

The company spokesperson has confirmed the news to afaqs!. He further informs that the brand's annual media spends are in the region of Rs 15-20 crore.

It is likely that one single agency that offers integrated services (creative and media planning/buying) will be selected. It is also possible that two agencies will be selected, one that offers creative and media services and another that specialises in digital innovations.

Itz Cash Card was launched by the Essel Group in 2006. Itz Cash was the first to introduce payments on mobile, internet and IVRS. Itz Cash also pioneered the introduction of multiservice stored value prepaid cards of various denominations in the country.

Established in 1976, the Essel Group is a business house with a diverse portfolio across sectors. The group began as a commodity trading and export firm and has, since then, evolved into a multi-faceted conglomerate.