A new brand campaign dubbed ‘Har phone pe PhonePe hai’ was unveiled by PhonePe, the digital payments network. The promotional film is a real-life cartoon video set to a catchy tune, filled as a salute to their consumers with pop-culture signals. The film uses a number of multimedia formats, including video game effects, quirky drawings, and stop motion treatments.
The campaign, conceptualized by Leo Burnett Mumbai, reveals the countless ways Indians have accepted PhonePe into their lives and on their mobile, such as securely exchanging currency, making contactless payments, paying bills, purchasing gold, investing in mutual funds or insurance, or even booking a gas cylinder, all from anywhere on PhonePe, is a reminder of how we still move forward in our lives.
“The motivation for the campaign is the role of life that PhonePe plays for our users worldwide. This film provides expression to their brief forward movement moments that we remember as advancement. To infuse this piece with the quirk that we think our viewers would love, we wanted to move away from traditional narrative styles.” said Richa Sharma, the director in brand marketing of PhonePe.
Leo Burnett CEO, Rajdeepak Das said, “The film Har Phone Pe PhonePe is layered with many messages and pays an ode to both the Indian spirit of persistence and praises the consumers of PhonePe and the enriched modern lives we live. It captures the trajectory of India over the years as we acknowledge and welcome digital solutions as part of our daily lives. It honors the success and development experienced by the nation and the unprecedented commitment of PhonePe, which has contributed to the same. The movie uses very fascinating visual execution to tell its story.”