MUMBAI: Grasshoppers has won the creative mandate for the E-pin distributor and aggregator, Sugal and Damani Group’s Payworld.

With its boutique of electronic voucher distribution (E-Commerce) services, Payworld operates in a niche market with few players. Subsequently the industry offers over 72 per cent potential share yet to be covered, generating the scope to tap the media space in terms of rebranding to generate customer loyalty, brand recognition and positioning Payworld as a market leader, the company said.

The initial marketing budget for the campaign is approximately Rs 60 – 70 million.

Payworld marketing manager Rahul Sharma said, “In the last 5 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 multi-agency pitch, what we were really looking for was the ‘connect’; people who could share our vision.”

Grasshoppers CEO Arjun Banerjee said, “E-Commerce in India is increasing with a high magnitude and so are the users. Over the last few years, Payworld has shown highly promising growth with 20,000 authorized 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. Such opportunities are rare and we are keen to experiment new ideas and bring not just Payworld but the entire industry into the limelight”.

Payworld COO Praveen Dhabhai added, “Previously we have only focused on the quality and total technical support of our services, ensuring complete customer satisfaction. But now it is time that we reach out to more customers and expand our base in the market. To achieve this goal, Grasshoppers is working out a comprehensive plan of action which includes a rebranding campaign and apropos print and outdoor collaterals. We are looking forward to work with Grasshoppers and together take Payworld to its full potential as a truly efficient commercial service provider”.