Grasshoppers to design brand makeover for PayWorld

By Jhumur Nandi , afaqs!, New Delhi | In Advertising | January 10, 2012
To promote its new look, PayWorld will launch a print and outdoor campaign, for which it has assigned a budget of about Rs 7 crore.



Grasshoppers has won the creative mandate for PayWorld. The agency won the business following a multi-agency pitch. This is the first time that the company has appointed an agency to handle its creative duties.

Rahul Sharma, marketing manager, PayWorld, says, "In the last five years since its inception, PayWorld has done extremely well. But, with our ongoing expansions, we find a large communication gap between the brand and its target audience. For our future growth, it is vital that we create the right kind of brand awareness in effective and smart ways. When we called for a pitch, what we were really looking for was the 'connect' with those who could share our vision."

Arjun Banerjee

Grasshoppers will work towards giving the brand a fresh look. In the first phase, the communication will focus on outdoor and print media, with an allocated budget of Rs 6-7 crore. In-shop advertising and below the line activities will also be undertaken in the first phase.

Arjun Banerjee, chief executive officer, Grasshoppers, says, "E-commerce in India is increasing at a fast pace, and so is the number of users. Over the last few years, PayWorld has shown promising growth, with 20,000 authorised outlets. Given the current lack of awareness of the industry, we intend to make full use of the 'first player' advantage that PayWorld has given us."

For the record, PayWorld is a part of the Sugal and Damani Group, which is India's largest e-pin distributor and aggregator. PayWorld offers several online financial services that include prepaid recharges, bill collection, online reservation, and loyalty programmes.

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