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”.

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018


Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer


Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018


Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments


Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account


Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business


Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…

Saatchi & Saatchi London named 'The Best and Bravest Agency on the Planet' by Contagious Magazine


Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…