after roping in Lowe as its ad agency, mobile commerce solutions company PayMate India has decided upon Tribal DDB as its online/interactive agency. The pitch involved Interactive Avenues and Media2win, apart from Tribal DDB.
Commenting on the development, Akshay Sharma, associate vice-president, marketing, PR and brand development, PayMate India, says, "For a category as nascent as mobile payments, interactive platforms are a lot more than just a part of the media mix. This is where new trends and technologies get picked up from." Further, he adds that given the interactive nature of the medium, PayMate will find a large portion of its TG on the Internet. Hence, the need for a specialist agency arises.
Adding to that, Leroy Alvares , country head, Tribal DDB India, says, "With the emergence of a very young India, I am sure new media is going to play a vital role. Our experience in creating brand demand using the web, mobile and emerging platforms will be vital on a brand such as PayMate."
As agencyfaqs! had reported earlier, the company's campaigns will be divided into phases, with the first phase involving spends of around Rs 3-4 crore. These will be stepped up significantly in the later phases. There will be four-five campaigns in a year. In the first phase, the task will be to address the mindset of the consumers and get them warmed up to the concept of making payments through mobile phones. The second phase will encourage people to conduct more and more transactions through their mobiles phones.
"We are working on some very challenging assignments, but to me this is the trickiest of all. It's about disruption, breaking some rules of the game and bringing some†landmark changes in the consumer adoption," concludes Rajeev Sharma, head, digital solutions, Tribal DDB India.
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