‘Rukna toh humein aata nahin’ campaign by PhonePe


During the lockdown days, the country has shifted to digital payment due to the spread of the virus. The transactions are now made online. To salute the indomitable spirit of India, PhonePe has now announced the launch of its new brand campaign. PhonePe’s new brand campaign to celebrate the relentless spirit of the Indian people and their incredible push in the face of the COVID-19 pandemic. The new film of the new campaign is inspired by the company’s ‘Karte Ja, Badhte Ja’ concept. The actor and ambassador of PhonePe have featured and lent his voice to this film of the new brand campaign.

It shows how PhonePe aims to hit its users and merchants do more and step ahead with the necessary proper hygiene and precautions.

“The narration in the film illustrates how people handle the ‘New Normal’ as the nation begins to open in phases despite months of lockdown. This finds stories of unhindered merchant and the Indian customers’ progress, supported by PhonePe, while the pandemic has effectively altered our way of life. Through allowing secure payments, money transfer, payment of bills, mobile recharge, Tv recharge, and many other services anywhere else except home and digital payments, PhonePe helps everyone adjust to their new situations. As described in one of the lines in the film – ‘Rukna toh humein aata nahin,’ the Indian quest for change has no full stop.” As stated by Sameer Nigam, the founder and CEO, PhonePe.

The film is conceptualized by Leo Burnett showing the spirit of people irrespective of lockdown and COVID situation, nothing could stop them from working.

The advertisement contains a master story of 1 minute 50 seconds and five shorter stories of 15 seconds. These can be viewed on the company’s site on the internet and social media platforms, such as YouTube, Facebook, Twitter, Instagram, and LinkedIn. Users of PhonePe can also see this on the web.

PhonePe has planned to reach 500M users by 2022. To promote its brand, the company has signed a contract with Amir Khan and Alia Bhatt, as it set aside Rs. 800 Cr for marketing in 2020.


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