Close on the heels of appointing Lowe as its creative agency, Paymate India has now appointed Tribal DDB to handle its online account following a pitch process that saw the participation of three agencies – Interactive Avenues and Media2win, besides Tribal DDB.
The mobile commerce solutions company was on the look out for a specialised online agency but wanted to first sign on its creative agency and then focus on other aspects.
Explaining the need for having an online agency, Akshay Sharma, AVP-Marketing, PR and Brand Development, Paymate India, said, “For a new category like ours, interactive platforms are a lot more than just a part of the media mix. This is where new trends and technologies get picked up. Plus, given the interactive nature of the medium and the TG that thrives here, such mediums will play a critical role in building the mobile payment space and hence, the need for a specialist agency.”
Giving his reasons for choosing Tribal DDB, Sharma said, “Our expectations were far beyond good media buys and advertising templates. Tribal DDB’s innovative approach towards leveraging the medium coupled with their abilities, aggression and enthusiasm made them the clear winners and our partners in this evolution. We indeed intend to do some path-breaking stuff with them.”
An equally enthused, Leroy Alvares - Country Head, Tribal DDB India, said, “I am particularly delighted that Tribal DDB India is being given the opportunity to partner Paymate in creating a new category, bringing about a change that will affect all of us. With the emergence of a very young India I am sure new media is going to play a vital role. Tribal DDB’s expertise in creating brand demand using the web, mobile and emerging platforms will be vital on a brand like Paymate.”