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The campaign aims to promote PAYBACK's partner brands and redemption options available.
PAYBACK, a multi-partner loyalty programme which rewards points for shopping, has joined hands with Dentsu Webchutney, the digital agency from the Dentsu Aegis Network, for the brand's latest digital campaign called #PointKyaHai.
In a bid to showcase its portfolio of partner brands and redemption options, PAYBACK has come up with a new tagline -- Nothing is pointless -- which promises consumers that nothing is pointless at PAYBACK. It is backed by a teaser campaign #PointKyaHai, which as the brand claims, trended on Twitter on the first spot, for the first few hours. It also claims to have garnered over 180 million impressions on Twitter!
Sidharth Rao, CEO, Dentsu Webchutney, feels that it is an interesting and a challenging category to work on. "We are privileged to work with PAYBACK India. It enhances our credentials as the leading full-service digital marketing agency in India. We look forward to do some great work together which will stand out on the digital stage," says Rao.
Expressing his views on the campaign, Moosa Khan, creative director, Dentsu Webchutney, notes, "We had a lot of fun conceptualising and executing #PointKyaHai for PAYBACK. The campaign is such that the communication and the product fit together extremely well, which is rare."
Sharing his thoughts about the campaign, Ashish Kaushik, senior director, Dentsu Webchutney, says, "PAYBACK India wanted to launch its search and comparison engine PAYBACK Bingo, and revamp its marketing strategy. It positioned PAYBACK as a youthful, fun, smart, easy and provocative brand. So we came up with a witty campaign and executed it in an edgy way."