e-commerce
Twinings partners with Interactive Avenues
Mumbai: Interactive Avenues, the digital arm of IPG Mediabrands India, has been awarded the e-commerce mandate for Twinings, one of the oldest tea companies in the world. The account will be serviced by the agency’s Gurugram office.
With an incredible heritage of 300+ years, Twinings is well known for its vibrant range of premium teas and wellbeing drinks. Interactive Avenues will focus on expanding the brand’s e-commerce sales and driving growth across India’s biggest marketplaces. The agency will handle their end-to-end e-commerce business, including strategy, content creation, media activation, catalogue management, and more. They will leverage their proprietary e-commerce solution, Carter, to deliver data-driven insights, optimise the brand’s media campaigns, and drive profitability.
“Interactive Avenues has a proven track record of executing successful e-commerce campaigns and delivering significant business results for leading brands. We are confident that their deep digital expertise will help us amplify our online presence and strengthen our reach in India. We look forward to collaborating with their dynamic team,” said Twinings head of marketing – India Jonathan Ellis.
Interactive Avenues VP — e-commerce Shashank Rathore added, “We are delighted to announce our collaboration with Twinings, a household name in India and across the globe. To facilitate their leadership on e-commerce platforms, we will deploy best-in-class strategy frameworks and automation-led tools, with a sharp focus on the end-to-end customer journey. We will also leverage the capabilities of our in-house production studio, Echo to build visually stunning content for the brand.”
e-commerce
Paisabazaar launches bill payments and mobile recharge on app
Zero-fee transactions with assured rewards aim to turn the credit platform into an everyday financial hub.
MUMBAI: Your phone bill just got a reward and it didn’t even ask for one. Paisabazaar, India’s go-to spot for checking credit scores and hunting loans, has quietly flipped the script by adding bill payments and mobile recharges to its app, all at zero platform fee, with assured rewards tossed in on every swipe. The update means users can now settle a whole menu of everyday dues without leaving the app, prepaid mobile recharges, postpaid bills, credit card payments, loan EMIs, electricity, DTH, LPG, and piped gas. No hidden charges, no extra clicks, just quick taps and a little something back in the pocket.
Mobile recharge alone is a monster market, Paisabazaar’s internal estimate pegs it at over Rs 15,000 crore per month nationwide and it’s one of those habits people never skip. By making recharges fast, reliable and rewarding, the platform is betting it can pull in fresh faces across ages, incomes and cities. Many might start with a quick top-up and end up exploring the full buffet: credit tracking, loans, bonds, fixed deposits and more.
Paisabazaar CEO Santosh Agarwal put it plainly, “We are building the Paisabazaar App to play a more active role as an everyday financial companion, beyond just credit. By enabling payments and recharges with zero fees and assured rewards, we are creating strong reasons for consumers to return to the App regularly. Greater frequency drives familiarity, long-term trust, and smarter financial decisions over time.”
The move is the latest step in Paisabazaar’s quiet expansion from a credit-focused marketplace into a broader money-management sidekick. Last year it rolled out bonds and fixed deposits, now payments join the party, aiming to boost daily app opens and turn one-time visitors into regular visitors who trust the platform with more than just their score.
In a world where everyone dreads the low-balance notification, Paisabazaar is handing out small wins with every recharge and bill pay hoping those tiny rewards add up to bigger loyalty. Whether you’re topping up for the month or clearing last month’s dues, the app just made routine money stuff feel a little less routine. And a little more rewarding.
