DDB Mudra has won the creative mandate for Itz Cash, post a rigorous multi-agency pitch. There is no incumbent on the account. The account size is pegged at around Rs 20 crore.
Aditya Kanthy and Amit Kekre, Senior VP, Planning, DDB Mudra and Sanjay Panday, Senior VP, DDB Mudra, played a crucial role in winning the account for the agency.
On assigning the business to DDB Mudra, Naveen Surya, Managing Director, Itz Cash said, “We are proud to partner with DDB Mudra and are looking forward to a long, exciting and committed relationship with the Group.”
Sonal Dabral, Chairman & CCO, DDB Mudra Group added here, “It’s always exciting to partner a client and work on a brand that believes in innovative thinking and open to doing things in a refreshing way. Itz Cash is exactly that. Innovation is at the heart of this brand and we’re looking forward to creating some breakthrough work on it.”
On winning the account, Rajiv Sabnis, President, DDB Mudra Group said, “Itz Cash is an exciting brand that has embarked on a journey of becoming a premier and innovative pre-paid payment solution company. Navin Surya and his team have decided to engage DDB Mudra in their ambitious growth plans and their vision of building a world-class consumer facing brand in the multi-service, pre-paid solutions domain. It gives us the unique opportunity to build a consumer brand in a category that is relatively nascent in India. It looks like a fast-paced and exciting road ahead.”
Part of the Essel Group, Itz Cash Card is India’s only multi service prepaid card company. Established in 2006, Itz Cash initiated the concept of prepaid payment solutions to the Indian consumer and various business entities, heralding the beginning towards enabling a cashless transacting society. Itz Cash has over 60,000 franchisees branded ‘Itz Cash World’ and more than 275,000 retail outlets branded ‘Itz Cash Points’.