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PAYBACK signs cricketer Yuvraj Singh with campaign ‘PAYBACK Chalao’

PAYBACK Chalao campaign is aimed at driving engagement and recall with consumers.

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MUMBAI: PAYBACK India, the largest multi-brand loyalty programme launches an exciting consumer campaign - ‘#PAYBACK Chalao’. The campaign is aimed at building excitement around the ease of earning and redeeming PAYBACK points at over 100+ brands via the new PAYBACK mobile app. Currently, the PAYBACK network has brands across several categories and in-store as well as online channels. Moreover, PAYBACK partners are mostly market leaders in their segments and cover various high-frequency shopping categories ranging from food to shopping, fuel to travel and entertainment. With such a varied portfolio of partners, PAYBACK members can earn points faster and redeem them for attractive rewards, from a multitude of options.

The company crossed a few impressive milestones recently like crossing a member base of 100 million, new brand additions to the network and the launch of an easy-to-use new mobile app. It has now decided to take the brand several notches higher. It has signed up ace cricketer, Yuvraj Singh, as their brand ambassador to promote its core values and build top-of-mind recall amongst its member base. It is launching a new positioning statement termed as #PAYBACK Chalao, which aims to make collecting and redeeming points as part of their daily lives and shopping choices. The campaign is being released in a staggered manner across 6 key markets and will run on radio and print, supported by a digital release.

Speaking on the campaign, Payback CMO Ramakant Khandelwal said, “Our positioning statement ‘PAYBACK Chalao’ resonates well with our members. Our brand ambassador Yuvraj Singh is well known for effortless stroke play to score the maximum. Hence our core messaging reads ‘Score big like Yuvraj every time. IT’S PAYBACK TIME’. We also have a messaging in Hinglish which reads ‘Ab rewards kamana hai, baayein haath ka khel! Yuvraj ki tarah har baar kuch zyaada pao, PAYBACK CHALAO’

A global icon like Yuvraj Singh - who embodies traits like winning, trust, reliability and has a cool and trendy persona, will get us a broader recognition and complement our brand positioning and future plans. We are thrilled with the collaboration and look forward to creating more engaging experiences for our members.”

As a brand ambassador of PAYBACK, all-rounder cricketer, Yuvraj Singh said, “It has been an absolute pleasure to be associated with PAYBACK. The brand is a pioneer and an industry leader. They run a unique loyalty program and are singularly focused on making the lives of their members more rewarding and fun. I look forward to an engaging partnership as PAYBACK forges ahead with the growth of its consumer and partner base in India.”

PAYBACK has plans to release the campaign with Print & Radio spread over 6 cities for a duration of 3 weeks amplified with the digital medium ahead of the festive season. PAYBACK is one of the largest and fastest-growing multi-brand loyalty programs in India. The program is growing rapidly every year with millions of active members in the PAYBACK network. Engagements with new partners are coming at a time when PAYBACK India is scaling its operations significantly to cement its position as the pioneer and leader in the loyalty category in India.

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