PhonePe’s vivid new brand film high-fives our digital way of life
National, February 10th, 2021: PhonePe, India’s leading digital payments platform, announced the launch of their new brand campaign ‘Har phone pe PhonePe hai’ celebrating their market leadership in India. The centerpiece of the campaign is multimedia, audio-visual, real-life animation video set to a catchy tune, packed with pop-culture cues as a salute to their 25 crore+ users in 2021. By employing a range of multimedia formats including video game graphics, quirky illustrations as well as stop motion treatments, the film is a unique visual treat that pays tribute to some of 2020’s favourite cultural moments, including ‘Rasode mein kaun tha?’
With 1 in every 5 Indians now registered on the app, PhonePe’s adoption is proof of the scale and superior product experience we offer. This campaign is a delightful showcase of the myriad ways in which Indians have welcomed PhonePe into their lives and onto their phones. The convenience of transferring money safely, paying bills, making contactless payments, buying gold, investing in mutual funds or insurance, or even booking a gas cylinder, all on PhonePe from anywhere, is a reminder of how we are always moving forward in our lives.
For a moment, rewind to 2014, when you were always on the lookout for an ATM, had grown tired of producing ‘exact change’ after a ride, stood in long queues to pay your bills or even had to wait 24 hours to transfer rent to your new landlord. Fast forward to 2020, when you carry a wallet, but just out of habit. You can pay for a cab ride, recharge your phone, save tax with the right investments, pay electricity bills, send money to your family and buy insurance for your upcoming vacation, in a flash! All you need to do is tap the पे icon on your mobile screen.
“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.
The campaign was developed by Leo Burnett Mumbai.
Speaking about the 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 film here:
PhonePe is India’s leading digital payments platform with over 265 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 300 apps including Ola, Swiggy, Myntra, IRCTC, Goibibo, RedBus, etc. directly from within the PhonePe mobile app. PhonePe is accepted at over 16 million merchant outlets across 500 cities nationally.
About Leo Burnett India:
Leo Burnett India is the no. 1 agency in Leo Burnett’s global network of 86 agencies. The agency is known for building India’s top brands based on its Humankind philosophy, believing that “Insightful creativity has the power to change human behaviour”. It is the first Indian agency to bring home a Cannes Lion for Innovation and Cannes Lions for Creative Effectiveness for an Indian brand. As a part of the Publicis Groupe, Leo Burnett believes in the Power of One – a platform that helps tell the brand’s narrative across platforms, seamlessly.
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