What The Hell? bags Payworld biz

The agency has won Payworld’s creative mandate; marketing budget is pegged at Rs 14 cr, most of which will be spent on digital & BTL activities

e4m by Shree Lahiri
Updated: Jun 7, 2012 8:28 PM
What The Hell? bags Payworld biz

What The Hell? has added the creative duties of Payworld to its kitty. Payworld is an online payment and utility services portal. The account was earlier with Grasshoppers.

The marketing budget is pegged at Rs 14 crore, most of which will be spent on online/digital and BTL activities.

Praveen Dhabhai, COO, Payworld said, "With new services and verticals being launched, we were looking for a strategically strong partner who was also creatively strong. What The Hell? fit the bill.”

Disclosing that they were planning to diversify into money remittance and mobile payment areas, he felt that What The Hell?, with its expertise in the online and digital marketing domain, would give them an edge.

Dhiraj Kumar, Director, What The Hell? commented, “Online sales is fast gaining importance and Payworld’s services thus become a lot more relevant. It would be interesting to carve a niche for Payworld.” He also observed that with Payworld diversifying into mobile payments, the account win becomes more exciting.

For the record, Payworld is a part of Sugal and Damani Group. The group is 40-years old with diverse interests ranging from hospitality, real-estate, jewellery, broking, travel and tourism, and engineering.

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