82.5 Communications won the creative mandate to expand PhonePe’s ‘Tension Chhodo, Insurance Lo’ campaign to the five states of South India after a multi-agency pitch.
The winning creative concept features two brothers who learn about PhonePe Insurance’s various features through a multi-film campaign. There are currently four films available, with more to come.
While a PhonePe Insurance campaign exists for Hindi-speaking markets, speaking with people in South India meant starting from scratch. To achieve this, 82.5 Communications pooled its extensive knowledge and insights of South India to achieve a single goal: increase awareness of PhonePe insurance while communicating the various features that lead to ‘No Tension Insurance.’
“The PhonePe insurance campaign was an opportunity for us to flex our hyperlocal creative muscle—a muscle we’ve consciously built, for example, across Marathi, Bengali, and Southern Indian languages,” said Sumanto Chattopadhyay, Chairman & CCO, 82.5 Communications-India. The consumer sees the same concept that is yet different, both in terms of language and cultural nuances.” “Advertising often treats South India as a homogeneous whole, but in this campaign, we had the opportunity to create afresh for five Southern states—so what the consumer sees is the same concept that is yet different, both in terms of language and cultural nuances.”
“Gone are the days of dubbing a non-South ad in the four languages of South India,” Sangeetha Sampath and Ravikumar Cherussola, Group Creative Directors, 82.5 Communications–South, explained the creative process. Furthermore, while certain insights may be shared among Southern states, there are significant differences in culture, language, traditions, and nuance. And we wanted to accurately and respectfully capture that.
Every advertisement in the Two Brothers campaign was shot separately for each of the five states, with native actors from Kerala, Tamil Nadu, Karnataka, Andhra Pradesh, and Telangana. This hyper-local thinking and execution can also be found in print and digital.”
“PhonePe is the leading digital payment platform in the country today with over 335 million registered users,” said Ramesh Srinivasan, Director – Brand Marketing, PhonePe. Our goal is to become a one-stop financial services destination for millions of customers across the country shortly. When our brand is well-known, the stories we tell in front of our audiences should be relevant and relatable to everyone. One of the core aspects of our communications strategy has been to position PhonePe not only as a nation but also as a regional brand for each one of our customers.
82.5 Communications’ insurance campaign for PhonePe in South India aims to do just that – a full 360 campaign not just adapted from the mainline but custom-designed for the sensibilities and nuances of each of the five states in the south.”