Value 360 Communications has been associated with PayU since the Naspers MIH-owned company ventured into India through a partnership with the Ibibo Group. The challenge for us, as a PR agency, was that e-commerce was just beginning to gain traction in India at this time and consumers knew little about the infrastructure that backed the industry.
Our onus was to establish the fact that payment gateways are an integral part of online shopping and that PayU is the leading and largest consumer payments processor in the world. With strategic press releases, perceptive media interactions and focussed messaging, we were able to foster a trust amongst the media and the consumers towards the concept of using their debit/credit cards to make online payments.
The agency advised the company on its brand positioning in such a way that all the online payment solutions it offered became lucid to consumers and they quickly began to embrace them. The agency also created tactical campaigns to help PayU get more partner merchants on board besides driving intensive awareness initiatives when the company entered the B2C zone from being a B2B player only.
During its association with our agency, PayU launched PayUPaisa in April 2013 and this was later rebranded as PayUMoney in February 2014. In this phase, Value 360 Communications played the pivotal role of establishing the brand identity of the company without letting the rechristening dilute its market leadership position. We played the role of a strategic partner in all the rebranding activities of PayU and found maximum visibility for its core value proposition.