Account
Publicis’s Zenith wins PayU’s Citrus Pay & LazyPay mandate
MUMBAI: Zenith, a part of Publicis Media India has won the full range of media duties of payments solutions brands Citrus Pay and LazyPay. Both are a part of fintech company PayU India.
The digital payments industry in India will grow by 10 times to touch $500 billion by 2020 and contribute 15% of gross domestic product (GDP), as per industry estimates. A majority of existing digital payment users already prefer this medium to other cash payment methods, say industry surveys.
Citrus provides payment gateways, one-tap pay, and other innovative solutions. It has over 8000+ merchant partners & 21 million registered users. LazyPay on the other hand is a deferred payment facility. It appears as a payment option on checkout, at websites and apps integrated with the product. Citrus Pay was bought by PayU India last September and LazyPay is a product developed by Citrus.
Tanmay Mohanty, Group CEO, Zenith says, “With mobile becoming ubiquitous, the digital payments business stands at an inflection point. Greater financial literacy and financial inclusion will ensure that the digital payments sector grows visibly. Both Citrus and LazyPay have significant expansion plans and we hope to give them the competitive edge. The payment solutions space is dynamic and super-charged and Zenith will lead the two brands to success and market leadership. We look forward to delivering Spectacular results for The Payu Team.”
Abhijit Bhattacharya, Head Marketing, Consumer Business from PayU India, says, “Zenith understands technology and its strong data-driven approach to media strategy will no doubt deliver for us tangible returns. The agency comes with a unique ROI based proposition, stellar credentials and volume of good solid work. They have a strong foothold in diverse areas such as data, analytics and content. Their inventive spirit, rigorous mind-set and motivated teams will no doubt help create effective communications strategies. We look forward to a long and fruitful partnership.”
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
