Grasshoppers, a Delhi-based communication agency, has bagged the creative mandate for Sugal & Damani Group’s brainchild, Payworld, an estimated Rs 650-crore worth business. The initial marketing budget for the campaign is approximately Rs 6-7 crore. 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.
Commenting on the development, Payworld’s Marketing Manager, Rahul Sharma, said, “In the five 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.”
Arjun Banerjee, CEO, Grasshoppers, noted that e-commerce in the country was increasing rapidly and so were the users. He added, “Over the last few years, Payworld has shown promising growth with 20,000 authorised 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 with new ideas and bring not just Payworld, but the entire industry into the limelight.”
Praveen Dhabhai, COO, Payworld, added here, “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.”
Part of Sugal and Damani Group of companies, PayWorld is touted as India’s largest e-pin distributor and aggregator, offering single point online recharge services. Founded by two entrepreneurs, N Sugalchand Jain and GN Damani, the Group has a track record of more than four decades and a group turnover exceeding Rs 7,000 crore. PayWorld is present across 18 states of India with more than 30,000 retail touch points.