L&K Saatchi & Saatchi fuels Citrus Pay’s campaign for its ‘Cash Back Week’

Citrus Wallet has rolled out its first integrated campaign for its ‘Cash Back Week’ shopping festival, partnering with several popular brands.

Conceptualised by L&K Saatchi & Saatchi, the campaign is built around the idea that 'your wallet will never be empty' to amplify the huge cash-back and deals on offer for users. 

Talking on the inception of the idea, Charles Victor, NCD L&K Saatchi & Saatchi says, “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 of the orange C-Man, who at first seems like he’s out to pinch your wallet, but he actually does quite the opposite. We had a wonderful client who backed the team and in the end, everyone had a lot of fun doing this! What else do you expect when you have someone in spandex!”

Jitendra Gupta, Founder & MD, Citrus Pay shares his thoughts, “Before the new year blues set in, we decided to give our users something to cheer about. ‘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.”  

The campaign is well supported by the brand’s efforts on social media, print and outdoor. Priyanka Chatterjee, VP L&K Saatchi & Saatchi adds, “While this is a tactical campaign, seeing the positive response and excitement around the Orange C-Man, we are hoping he will become the mascot for Citrus Pay and build strong brand associations”.


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