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Digital communication: Indepay hires Indigo iStrat

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MUMBAI: Indepay Networks, the privilege prepaid card issuer and the pioneer of branch-less banking, has hired Indigo iStrat, Leo Burnett India’s digital wing, to manage digital activities after a multi-agency pitch.

The agency will handle Indepay’s brand communication, digital media and social media planning for India and global markets.

Indepay CEO Indepay Rajib Saha says “Indigo iStrat brings a unique offering that changes the way we use cash for our everyday spends; and communicating our proposition effectively would have been a challenge amidst the high share of voice in the media by other financial technology players, especially post demonetisation in India. Our ability to run integrated communication with banks as co-owners, gave us great advantage and Indigo iStrat’s expertise in banking and financial category helps them understand these nuances."

Indepay enables its customers to open an account with minimum documentation. Besides lowering costs for banks through branch-less banking, it offers the convenience of withdrawals and transfers at ATMs, rewards on daily spends that are accessed through a prepaid debit card and USSD banking. While the cards will be co-created with banks, BCA and SBI will remain the main merchant and settlements banks for Indonesia and India respectively.

Indigo CEO Rajesh Ghatge says, “We have worked extensively at offering digital build and marketing solutions to the banking and finance sector, fully understanding the complexity and scale at which brands within this sector need to operate. At the heart of transformation in the BFSI category is a seamless consumer experience and engagement that the brands are striving to deliver.."

Indigo iStrat chief strategy officer Sonya Sahni says, “In the cluttered financial products space it will be challenging, yet exciting to establish Indepay. The business model is disruptive and will require communication that can inform, educate and drive performance. It’s a digital first client, allowing us to demonstrate brand thinking and activation across digital touch points.”

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