Indigo iStrat bags digital mandate for Indepay Networks

Privilege prepaid card issuer and a pioneer of branchless banking, Indepay Networks, has appointed Indigo iStratas, the digital wing of Leo Burnett India, as its digital agency. Indigo iStrat won the account post a fiercely fought multi-agency pitch.As part of the mandate, the agency will handle Indepay’s brand communication, social media and digital media planning for India and other global markets. 

On awarding the mandate to Indigo iStrat, Rajib Saha, CEO, Indepay, said, “Indigo iStrat shared an impressive approach to launch our business in India and Indonesia. We bring with us a unique offering that changes the way we use cash for our everyday spends; and communicating our proposition effectively would have been a challenge amidst the high share of voice in the media by other financial technology players, especially post demonetisation in India. Our ability to run integrated communication with banks as co-owners, gave us great advantage and Indigo iStrat’s expertise in banking and financial category helps them understand these nuances and the sensitivity through which these ideas need to be communicated to our audience.” 

Commenting on the win, Rajesh Ghatge, CEO, Indigo Consulting, said, “Indepay is indeed a great win for us. At Indigo Consulting, amongst several sectors, we have worked extensively at offering digital build and marketing solutions to the banking and finance sector, fully understanding the complexity and scale at which brands within this sector need to operate. At the heart of transformation in the BFSI category is a seamless consumer experience and engagement that the brands are striving to deliver. This win showcases our in-depth understanding of the business, ideas and the digital medium.” 

Sonya Sahni, Chief Strategy Officer, Indigo iStrat, added here, “In the cluttered financial products space it will be challenging, yet exciting to establish Indepay. The business model is disruptive and will require communication that can inform, educate and drive performance. It’s a digital first client, allowing us to demonstrate brand thinking and activation across digital touch points.” 

Indepay enables its customers to open an account with minimum documentation. Besides lowering costs for banks through branchless banking, it offers the convenience of withdrawals and transfers at ATMs, rewards on daily spends that are accessed through a prepaid debit card and USSD banking. While the cards will be co-created with banks, BCA and SBI will remain the main merchant and settlements banks for Indonesia and India, respectively.


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