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Payback joins hands with cricketer Yuvraj Singh to launch ‘Payback chalao’ campaign

The campaign is aimed at driving engagement and recall with consumers by highlighting the ease of use and scale of the programme

Payback India, the multi-brand loyalty programme, has launched a consumer campaign ‘#Payback Chalao’ aiming at building excitement around the ease of earning and redeeming Payback points at over 100+ brands via its new mobile app. They have signed up cricketer, Yuvraj Singh, as their brand ambassador to promote their core values and build top-of-mind recall among its member base.

Currently, the Payback network has brands across several categories and in-store as well as online channels. Payback partners cover various high frequency shopping categories ranging from food to shopping, fuel to travel and entertainment. With such a varied portfolio of partners, Payback members can earn points faster and redeem them for attractive rewards, from a multitude of options.

The company crossed a few impressive milestones recently, like crossing a member base of 100 million, new brand additions to the network and the launch of an easy-to-use new mobile app. It has now decided to take the brand several notches higher. It is launching a new positioning statement termed as #Payback Chalao, which aims to make collecting and redeeming points as part of their daily lives and shopping choices. The campaign is being released in a staggered manner across six key markets and will run on radio and print, supported by a digital release.

Ramakant Khandelwal, CMO, said, “Our positioning statement ‘Payback Chalao’ resonates well with our members. Our brand ambassador Yuvraj Singh is well known for effortless stroke play to score the maximum. Hence our core messaging reads ‘Score big like Yuvraj every time. It’s Payback time’. We also have a messaging in Hinglish which reads ‘Ab rewards kamana hai, baayein haath ka khel! Yuvraj ki tarah har baar kuch zyaada pao, Payback Chalao’.

“A global icon like Yuvraj Singh, who embodies traits like winning, trust, reliability and has a cool and trendy persona, will get us a broader recognition and complement our brand positioning and future plans. We are thrilled with the collaboration and look forward to creating more engaging experiences for our members.”

Yuvraj Singh said, “It has been an absolute pleasure to be associated with Payback. The brand is a pioneer and an industry leader. They run a unique loyalty programme and are singularly focused on making the lives of their members more rewarding and fun. I look forward to an engaging partnership as Payback forges ahead with the growth of its consumer and partner base in India.”

Payback has plans to release the campaign with print and radio spread over six cities for a duration of three weeks amplified with the digital medium ahead of the festive season. Payback is a multi-brand loyalty programmes in India. The programme is growing every year with millions of active members in the Payback network.

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