DDB Mudra wins creative duties of Itz Cash

The agency won the business after a multi-agency pitch. The account size is pegged at around Rs 20 crore

BestMediaInfo Bureau | Delhi | January 14, 2013

DDB Mudra has recently won the creative mandate for Itz Cash, post a rigorous multi-agency pitch.There is no incumbent on the account. The account size is pegged at around Rs 20 crore.

Aditya Kanthy and Amit Kekre, Senior VP, Planning, DDB Mudra, and Sanjay Panday, Senior VP, DDB Mudra, played a crucial role in winning the account for the agency.

Itz Cash Card, India's only 'Multi Service Prepaid Card Company, and part of the Essel Group, was established in 2006. Itz Cash initiated the concept of prepaid payment solutions to the Indian consumer and various business entities, heralding the beginning towards enabling a cashless transacting society. Itz Cash has more than 10,000 online merchants (services) and 500,000 POS retail merchants spread across over 2,500 locations including cities, towns and rural India. It has over 60,000 franchisees branded 'Itz Cash World' and more than 275,000 retails outlets branded 'Itz Cash Points'.

Sonal Dabral, Chairman & CCO, DDB Mudra Group, said, “It's always exciting to partner a client and work on a brand that believes in innovative thinking and open to doing things in a refreshing way. Itz Cash is exactly that. Innovation is at the heart of this brand and we're looking forward to creating some breakthrough work on it.”

Rajiv Sabnis, President, DDB Mudra Group, said, “Itz Cash is an exciting brand that has embarked on a journey of becoming a premier and innovative pre-paid payment solution company. Navin Surya and his team have decided to engage DDB Mudra in their ambitious growth plans and their vision of building a world-class consumer facing brand in the multi-service, pre-paid solutions domain. It gives us the unique opportunity to build a consumer brand in a category that is relatively nascent in India. It looks like a fast-paced and exciting road ahead.”

Naveen Surya, Managing Director, Itz Cash, said, "We are proud to partner with DDB Mudra and are looking forward to a long, exciting and committed relationship with the group."

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