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PhonePe launches new brand campaign ‘Har phone pe PhonePe hai’

Shreoshree Chakrabarty February 10, 2021
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With the launch of a new brand campaign titled ‘Har phone pe PhonePe hai’, PhonePe celebrates its market leadership in India. The campaign is packed with pop-culture cues as a salute to their 25 crore+ users in 2021. The centerpiece of the campaign is set to a catchy tune with a multimedia, audio-visual, real-life animation video. The film is a unique visual treat that pays tribute to some of 2020’s favourite cultural moments like ‘Rasode mein kaun tha?’ and employs a range of multimedia formats including video game graphics, quirky illustrations as well as stop motion treatments.

PhonePe’s adoption is proof of the scale and superior product experience we offer with 1 in every 5 Indians now registered on the app. PhonePe showcases the myriad ways in which Indians have welcomed the brand into their lives and onto their phones, through the campaign. This is a reminder of how we are always moving forward in our lives with the use of PhonePe from anywhere and experiencing the convenience of making contactless payments, investing in mutual funds or insurance, transferring money safely, buying gold, paying bills, or even booking a gas cylinder.

Take a moment to go back into the memory lane, rewind to 2014. You were searching for an ATM always or stood in long queues to pay your bills, had grown tired of producing ‘exact change’ after a ride or even had to wait 24 hours to transfer the rent to your new landlord. Now fly back to 2020 where you carry a wallet just out of habit You can pay electricity bills, pay for a cab ride, save tax with the right investments, send money to your family, recharge your phone, and buy insurance for your upcoming vacation, in a flash! Just tap the पे icon your mobile screen and voila! You are done. 

The inspiration of the campaign is the life role that PhonePe plays for our users all over the country. This film gives voice to their little moments of forward motion that we recognise as progress. Bill payments that are as easy as playing your favorite game, quick and convenient QR payments and financial services that unlock the meaning of ‘aatmanirbhar’ are some of the features our users have come to rely on. We decided to break away from conventional storytelling formats to infuse this piece with the quirk we hope our audiences will enjoy” says Richa Sharma, Director, Brand Marketing, PhonePe.

Leo Burnett Mumbai developed this campaign.

Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett, said “The Har phone pe PhonePe’ film is layered with multiple messages and pays an ode to both the Indian spirit of resilience and celebrates the PhonePe users and the digital enhanced lives that we are living. It captures India’s journey over the years as we accept and adopt digital solutions as part of our everyday lives. It celebrates the progress and growth that the country has witnessed and PhonePe’s unparalleled contribution which has led to the same. The film uses very interesting visual execution to narrate its story.”

Watch the campaign here.

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