PhonePe’s new campaign showcases the ease & convenience of buying 24K Gold digitally
National, August 05, 2021: PhonePe, India’s largest digital payments platform today announced the launch of its TV campaign for the Gold category. PhonePe’s campaign showcases how easy, convenient and safe it is to buy gold on the PhonePe app. The campaign is on air for 6 weeks with multiple 25-30 second ad films for TV & digital platforms.
PhonePe has tailored its latest campaign to appeal to a diverse set of audiences by customising the storylines and actors. It has brought back the much-loved duo of Inspector Desai & Shinde (Aamir Khan as Inspector Desai) for the audiences in the Northern, Western and Eastern parts of the country. Additionally, PhonePe has used popular songs in Telugu, Kannada, Tamil and Malayalam to appeal to the audiences in the five Southern states (Andhra Pradesh, Telangana, Karnataka, Tamil Nadu & Kerala).
Commenting on the launch, Terence Lucien, Head of Mutual Funds & Gold, PhonePe said, “Our aim is to help people from across India fulfil their aspirations of building their Gold investments. We provide easy and secure access to the highest quality 24K Gold coins and bars at the best prices that are safely delivered right to the customer’s doorstep by our Gold partners.”
PhonePe launched the Gold category over 3 years ago in association with MMTC-PAMP & SafeGold. Since then, millions of customers from over 99% of India’s pin codes have bought gold on PhonePe. Over 60% of the Gold customers reside in tier 2, 3, 4 cities and beyond. PhonePe’s goal is to become a one-stop destination for gold coins and bars across the country and this campaign will help strengthen the value proposition.
Customers can just click on ‘Buy 24K Gold’ under the ‘My Money’ section of the PhonePe app and order gold coins and bars starting from 0.5 gram. In addition to the best prices, customers also benefit from insured delivery and tamper-proof packaging.
PhonePe is India’s largest digital payments platform with over 314 million registered users. Using PhonePe, users can send and receive money, recharge mobile, DTH, data cards, pay at stores, make utility payments, buy gold and make investments. PhonePe forayed into financial services in 2017 with the launch of Gold providing users with a safe and convenient option to buy 24-karat gold securely on its platform. PhonePe has since launched several Mutual Funds and Insurance products like tax-saving funds, liquid funds, international travel insurance and Corona Care, a dedicated insurance product for the COVID-19 pandemic among others. PhonePe also launched its Switch platform in 2018, and today its customers can place orders on over 600 apps including Ola, Swiggy, Myntra, IRCTC, Goibibo, RedBus etc. directly from within the PhonePe mobile app. PhonePe is accepted at over 21 million merchant outlets across 12,000 towns and 5,000 talukas nationally.
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