What's Your Problem bags Citrus Pay's creative mandate

The account was won following a multi-agency pitch.

What's Your Problem (WYP) Brand Solutions has won the full-service creative mandate for Citrus Pay, a digital and mobile payment gateway. Citrus Pay, which has been around for over four years, has partners such as Jet Airways, Myntra, StayZilla, Groffers, TinyOwl, Zoom Car, CCD, and Inox.

Commenting on the win, Amit Akali, managing director and creative head, WYP Brand Solutions, says, "It's good to kick-start our work with Citrus Pay, a brand that has touched our lives in so many ways every time we transact online. The brand is connecting to the consumer for the first time and we will create a voice for it. We've got some integrated work planned across TVCs, digital films, outdoor, innovative outdoor, activation and social media platforms."

Jitendra Gupta, founder and managing director, Citrus Pay, adds, "It was refreshing to see how a brand messaging campaign was thought out so differently. We believe that once the campaign rolls out, our leadership in the digital payment space would be further bolstered without pushing our consumers. The great thing about WYP is that it started with a strategic solution to the problem, and then the creative took a huge leap."

"With this account, WYP Brand Solutions also moves a step ahead in its promise to deliver 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," adds Hammad Khan, director, digital and client servicing, WYP.

What's Your Problem is a full-service agency with its focus on digital. It was started by Amit Akali, Praful Akali, Huzefa Roowala and Hammad Khan in May 2015. Its clientele includes Bharat Matrimony, Matchify, Kotak Securities, Pico Sauces and Franklyn Templeton amongst others. WYP, along with its sister agency Medulla (a full-service healthcare and pharma agency), claims to have a 70-plus member team with in-house capabilities in strategy, social media, SEO, SEM, digital media planning, analytics, YouTube marketing, web-development, art and design, UI/ UX, copy and content, video production, and animation.

Citrus Pay is a financial technology company providing consumer payments and mobile banking services. It claims to have around 6,000 merchants including PVR, INOX, BookMyShow, ShopClues, Jet Airways, Indigo, GoAir, TinyOwl, Faasos, Grofers, ZoomCar, and Airtel.