PhonePe, Flipkart's digital payments platform, has earmarked Rs 800 crore for marketing in this calendar year, which will include spends on a mix of ATL, BTL, TV, digital marketing and other advertising mediums.
The brand has launched the campaign ‘Karte Ja. Badhte Ja.’ featuring Bollywood superstars Aamir Khan and Alia Bhatt.
PhonePe is also the official co-presenting sponsor for the television broadcast of IPL 2020 and will be launching a series of TV ads during this IPL season. This is the second year in a row when the company has partnered with IPL.
The brand’s media, creative and digital agency on record is Essence, Leo Burnett and Digitas, respectively.
The five-week brand campaign is centred around PhonePe’s new tagline ‘Karte Ja. Badhte Ja.’ and reflects the role played by the company in India’s progress by catering to the varied aspirations and needs of its 20 crore users across the country. The campaign showcases fast transactions, convenient payment modes, simpler investment options, the Switch platform providing one-click access to over 100+ apps and PhonePe’s wide acceptance at over 10 million offline shops.
Commenting on the announcement, Sameer Nigam, Founder and CEO, PhonePe, said, “From small villages to busy metros, Indians are striving to progress and prosper. We see our platform as a trusted partner to those billion aspirations, bridging the digital divide and empowering Indians to transact conveniently and securely and aspire to do more and move ahead in life, one transaction at a time. Our vision is to liberate the flow of money and services so that everyone can unlock opportunities to progress at pace. Crafted with this belief, our new brand campaign is a reflection of everyday stories of progress with PhonePe. We are also excited to have Aamir Khan and Alia Bhatt as the face of our brand as they are a powerhouse of talent and appeal to Indians across the country. They are both inspiring and bold and personify values like integrity and trust that strongly resonate with the PhonePe brand.”