Citrus Starts a New Digital Campaign


The digital and mobile payment platform was spending a major chunk on offline and on-ground campaigns. However, Citrus has decided to tap the digital media wave with its first ever digital campaign.

With the majority of the brands going the hybrid marketing way, it is absolutely necessary to tap all verticals concurrently. Along with dedicating the chunk of media spends for the traditional routes and offline campaigns, brands are now incorporating digital plans heavily in their overall plans. Failing to contrive a proper mix may result in losing out to the competition. The digital and mobile payment platform has already taken steps to tap the digital media spectrum. The digital multi-media campaign has been designed by L&K Saatchi & Saatchi. The agency has been synonymous with several successful campaigns in the past. The video series based campaign revolves around the theme – Your wallet will never be empty with Citrus. It focuses on the ongoing Citrus Cash Back week. The brand would be expecting a lot of returns from the campaign as it is their pilot digital media campaign. The protagonist of the video campaigns is a man dressed in orange. The character is played by a person well-known in the TV AD sector & is also known as the C-Man. In totality, four short videos have been released by Citrus with the C-Man shown refilling people’s wallets as cash back after they make their mobile payments using Citrus Pay. All the films incorporate a similar narrative amidst different situations to avail up to 80 percent cash back with Citrus. The campaign designed by L&K Saatchi & Saatchi has been highly publicized across several social media platforms. It is also being promoted across various popular spots in the city. Citrus has also roped in 30 merchant platforms for the campaign.

Speaking about the Citrus cash back festival, Jitendra Gupta, Founder & MD, Citrus Pay, said, “The Orange Man or The C-Man, as he’s popularly called, captures that energy and the ease of getting cash back into Citrus Wallet no matter where and when you shop — be it online or offline, too. The 4 digital films crafted by L&K Saatchi & Saatchi portray that association with ease and showcase over 30 different tie-ups with our merchants across multiple categories.” Charles Victor, NCD, L&K Saatchi & Saatchi further added, “The brief really was simple – during the promotion, Citrus Wallet users get money back in their wallets when they spend on partner brands. The team created this character who at first seems like he’s out to pinch your wallet, but he actually does quite the opposite.”


Leave a Reply

Your email address will not be published. Required fields are marked *

About Thinking Aloud

“Thinking Aloud” reflects the emerging trends and varied outlook of the rapidly evolving internet and communication sector. An IAMAI publication, this is a part of the market education initiative of the association.

Read More

Internet & Mobile Association of India,

28, 1st Floor, Okhla Industrial Estate, Phase – III, New Delhi-110020 (India)
Call: +91 011-46561690