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”.