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.
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, 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.