Top Story

e4m_logo.png

Home >> Marketing >> Article

Payback increases reward options by 10X as part of the 'Nothing is Pointless' campaign

16-September-2015
Font Size   16
Payback increases reward options by 10X as part of the 'Nothing is Pointless' campaign

As a part of their new ‘Nothing is Pointless’ campaign, Payback India announced the launch of its revamped portal and a series of strategic initiatives to reposition itself in the loyalty space. The portal is planning to increase their reward options by 10 fold. As a part of this campaign, shoppers will be rewarded for every transaction they make across the spend categories.

Payback aims at increasing its marketing contacts by one billion by the end of the festive period this year.

The campaign was unveiled with ‘Point Kya Hai’ as the pre-launch and then transformed to ‘Nothing is Pointless’. The portal started #pointkyahai to market the campaign digitally along with an extensive radio campaign.

On the motive behind Payback’s new campaign, Rahul Rana, CEO and MD, Payback India said, “As market leaders driven by innovation, we need to continuously evolve our proposition to create value for our partners and to create greater value and relevance for our customers. With our new strategy and brand positioning we are aligning ourselves with the changing global market place and our customers’ evolving needs to drive the Payback program forward. At Payback, we’re constantly making things better, faster, smarter and more rewarding.”

Payback also launched its revamped mobile app which will offer round-the-clock marketing solutions to provide a hassle free shopping experience. The revamped mobile app is not only different in terms of look and feel but the addition of two features, Payback Bingo and Payback Infinity makes the app more interactive than its predecessor. Bingo, a price comparison engine, provides its members a comparative platform, user reviews and payback bonus points on every online purchase. The points can also be redeemed with a variety of gift vouchers.

Payback Infinity, a reward catalogue, will allow users to browse and redeem points against a range of products. It also gives an option to choose to partly pay by cash and points, in case of shortage of points.

On the brand thought and brand strategy, Gaurav Khurana, CMO, Payback India, said, “ The new brand thought comes as a logical next step in Payback’s brand evolution journey. While we continue to be committed to making every customer interaction a rewarding experience, this brand thought marries the core payback product proposition which the evolving customer’s need for getting more from every transaction. Additionally, keeping in mind the changing demographic and evolving needs of our customer base, we want to position Payback as a youthful, fun, smart, easy and provocative brand! ”

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video