Payworld assigns creative duties to What The Hell?

Praveen Dhabhai, COO, Payworld, says, "With new services and verticals being launched, we were looking for a strategically strong and creatively excellent partner. That's where What The Hell? fits in. We plan to diversify into money remittance and mobile payments. What The Hell? Has a strong hold on and sound knowledge of the online and digital marketing domain and will give us an edge."

The company plans to invest Rs 14 crore in marketing, with a large proportion of the spend earmarked for online/digital and BTL (below the line) activities. Earlier this year, the creative duties for the account were given to Grasshoppers, which aimed to use print and outdoor extensively for Payworld.

Dhiraj Kumar, director, WTH, says, "It's an important account for WTH. The buying behaviour of the Indian consumers is shifting towards online at a very fast pace. Hence, it will be interesting for us to carve a niche for Payworld in the domain."

Aman Mishra, strategic planner, digital and new media, WTH, says, "Payworld will be an exciting account to work on. Online and digital will be the key. With Payworld diversifying into mobile payments, the account win becomes more challenging and hence, exciting."

The agency won the creative duties for Slotco and Andslite earlier this year.

For the record, Payworld is a part of the Sugal and Damani Group. The 40-year old company also has interests in other businesses such as hospitality, real estate, jewellery, travel and tourism, and engineering.