Mumbai, February 02, 2026: Protean eGov Technologies Ltd. has unveiled the next phase of its brand journey, expanding the people-first DPI narrative it introduced last year through the digital brand film Apni Kahaani Ka Hero. The new phase reinforces a simple but powerful idea: from everyday digital moments to life milestones, Protean is present for every Indian, every day. It seeks to humanise the role of Digital Public Infrastructure (DPI) by shifting the focus from systems and platforms to people, showing how technology quietly enables individuals to move forward and become the heroes of their own life stories.
At the centre of the creative is actor Pankaj Tripathi, whose journey serves as a metaphor for millions of Indians whose progress is shaped by invisible digital rails working in the background. The narrative builds on last year’s brand film, which introduced what Protean is, and takes it forward by answering a more personal question: what does Protean do for you?
While last year focused on establishing the brand’s purpose, this phase is about scale, visibility, and recall. The campaign adopts a digital-first approach, beginning with the rollout of the brand film and static creatives across high-impact platforms such as YouTube, Meta, connected television, premium news environments, and social and discovery channels. The media strategy has been designed to reach policymakers, enterprise leaders, and institutional stakeholders, particularly across B2G and B2B segments.
To complement its digital presence and strengthen mass awareness, the brand is also rolling out a high-visibility out-of-home (OOH) campaign in Mumbai. The city has been selected as the focal market to build on momentum from previous outreach efforts. As India’s financial and regulatory hub, Mumbai offers direct access to key institutions, corporate headquarters, and decision-making bodies central to Protean’s audience ecosystem. The OOH campaign includes a two-month deployment across 60 buses—comprising 10 AC double-decker buses and 20 Olectra AC buses operated by BEST, along with 30 Cityflo buses—ensuring consistent and high-frequency visibility across one of the city’s most widely used modes of transport.
Through this phase of the campaign, Protean continues to strengthen its long-term brand narrative, positioning itself not only as a leader in Digital Public Infrastructure, but as a quiet, constant presence enabling India’s digital progress, one life story at a time.
