PAYBACK INDIA asks customers #PointKyaHai?

The campaign aims to promote PAYBACK's partner brands and redemption options available.

PAYBACK, a multi-partner loyalty programme which rewards points for shopping, has joined hands with Dentsu Webchutney, the digital agency from the Dentsu Aegis Network, for the brand's latest digital campaign called #PointKyaHai.

In a bid to showcase its portfolio of partner brands and redemption options, PAYBACK has come up with a new tagline -- Nothing is pointless -- which promises consumers that nothing is pointless at PAYBACK. It is backed by a teaser campaign #PointKyaHai, which as the brand claims, trended on Twitter on the first spot, for the first few hours. It also claims to have garnered over 180 million impressions on Twitter!

To make it relatable, the teaser ads used situations from everyday life and intertwined #PointKyaHai within them. Saying What's Up without listening to the other's reply, using DSLR for taking a picture in automatic mode, using paper and yet writing 'Save Paper', as well as being stuck in traffic and yet blaring away the horn were some such situations used to drive the point home even as #PointKyaHai was used with them alongside.

Commenting on the new brand thought and brand strategy, Gaurav Khurana, CMO, PAYBACK India, says, "The new brand thought comes as a logical next step in PAYBACK's brand evolution journey. It marries the core PAYBACK product proposition with the evolving customer's need for getting more from every transaction."

Explaining the role of social media for marketing, he further adds, "As part of our strategy, social media has played and will continue to play a significant role for us. We received a tremendous response for our campaigns from all our customers and even non customers. With the kind of work that Dentsu Webchutney has done in the recent past, we are confident that we will be able to accomplish some great work together."

Sidharth Rao, CEO, Dentsu Webchutney, feels that it is an interesting and a challenging category to work on. "We are privileged to work with PAYBACK India. It enhances our credentials as the leading full-service digital marketing agency in India. We look forward to do some great work together which will stand out on the digital stage," says Rao.

Expressing his views on the campaign, Moosa Khan, creative director, Dentsu Webchutney, notes, "We had a lot of fun conceptualising and executing #PointKyaHai for PAYBACK. The campaign is such that the communication and the product fit together extremely well, which is rare."

Sharing his thoughts about the campaign, Ashish Kaushik, senior director, Dentsu Webchutney, says, "PAYBACK India wanted to launch its search and comparison engine PAYBACK Bingo, and revamp its marketing strategy. It positioned PAYBACK as a youthful, fun, smart, easy and provocative brand. So we came up with a witty campaign and executed it in an edgy way."