Campaign India Team
Dec 15, 2015

Citrus Pay hands What’s Your Problem creative duties

Account won post multi-agency pitch; integrated campaign on the anvil

Citrus Pay hands What’s Your Problem creative duties
What’s Your Problem Brand solutions (WYP) has won the creative mandate for four-year-old payment solutions company Citrus Pay. 
Amit Akali, MD and creative head, WYP Brand Solutions, said, “It’s exciting to kick-start our work with Citrus Pay, a brand that has touched our lives in so many ways (every time we transact online) and yet has never made an attempt to push itself. We are excited to partner with them to reinstate their leadership in the digital payment space across an ecosystem that is currently getting saturated with e-wallet communication. While it’s a brand that’s been present for long, it’s now connecting to the consumer for the first time. And it’s exciting to create its brand of voice, etc. We’ve got some exciting, truly integrated work planned across TVCs, digital films, outdoor, innovative outdoor, activation, social media platforms, etc.”
Jitendra Gupta, founder and MD, Citrus Pay, said, “It was refreshing to see how a brand messaging campaign was thought out so differently. We believe once the campaign rolls out, our leadership in the digital payment space would be further bolstered and reinforced, without pushing ourselves onto consumers. Like our business philosophy of ‘Bringing Joy to Money’, we hope to bring joy and smiles to our audience with our very first campaign. The great thing about WYP is that they started with a strategic solution to the problem and then the creative took a huge leap. We were very clear we wanted communication that stands out and they very clearly met the brief.”
“It’s exciting to be partnering with Citrus Pay. With this account, WYP Brand Solutions also moves a step ahead in its promise of delivering integrated brand solutions across media. The proposed work would see brand messaging across ATL and digital with lot of activations to build the brand story. The way work is shaping up already is exciting enough,” added Hammad Khan, director, digital and client servicing, WYP.
Akali added, “While WYP is full service digital agency, the attempt really is to eventually be the only agency a client requires, one which marries strategy, creativity and technology. And that’s exactly what most of our clients have been entrusting us with. While for some brands like Picos and, we started off as a digital and social AoR, they soon realised that we behaved like brand custodians and subsequently we’ve also done brand consultancy, packaging, below the line, activation, print, etc. for Picos and outdoor and TVCs for Bharat Matrimony. On the other hand for brands like Kotak Securities we’ve done everything including their brand strategy, TVCs, digital videos, content, social media, microsites, banners, innovative outdoor, radio, etc. The Citrus Pay full service win is really another vindication of this ‘only agency needed’ philosophy.”
Campaign India