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Payback adopts new brand positioning with ‘Nothing is pointless’ campaign

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MUMBAI: Indian multi-brand loyalty programme Payback has launched a series of strategic initiatives to up its game as a loyalty programme market.

With its aim to revolutionise the way people shop in India, the programme has launched its new campaign with the tagline - Nothing is Pointless, through which shoppers will be rewarded for every transaction they make across categories.

The campaign has been launched on the digital and radio platforms.

Payback India CEO and MD Rahul Rana said, “With our new strategy and brand positioning we are aligning ourselves with the changing global marketplace and our customers’ evolving needs to drive payback program forward. We're constantly making things better, faster, smarter and more rewarding.”

In order to cater to growing trend of e-commerce and m-commerce, Payback's new campaign highlights its revamped mobile app, which offers 24X7 marketing solutions to provide a hassle free shopping experience to its consumers at a click of a button.

The brand has also revamped its portal by developing a more interactive interface. The portal enables easy shopping with over one lakh products to choose from. It gives an opportunity to its customers to browse through Payback Infinity, an extensive reward catalog and redeem points against products. It also gives an option to choose to partly pay by cash and points in case short of points.

As part of their new brand position Payback Bingo, their price comparison engine enables its members to compare prices of the products of their choice across leading online shops and buy them at the best price while earning Payback points on every online purchase.

“The new brand thought comes as a logical next step in Payback’s brand evolution journe,” said Payback India CMO Gaurav Khurana.

“While we continue to be committed to making every customer interaction a rewarding experience; this brand thought marries the core Payback product proposition with the evolving customer need for getting more for every transaction. As a part of our strategy, social media has played and will continue to play a significant role for us. We unveiled this campaign with ‘Point Kya Hai’ as pre-launch and then transformed to Nothing is Pointless,” he added.

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