PhonePe salutes resilient spirit of India in its campaign
Conceptualised by Leo Burnett, the campaign illustrates how people are navigating the 'new normal' as the country continues to open up in phases after months of lockdown
Digital payments platform PhonePe has launched a campaign saluting the resilient spirit of the people of India and their unstoppable drive amid the Covid-19 pandemic. Inspired by the brand’s philosophy of “Karte Ja, Badhte Ja”, the new brand film showcases how PhonePe continues to help over 20 crore users and over 1 crore merchants do more and move forward with adequate precautions. PhonePe’s ambassador Aamir Khan has featured and lent his voice to the films of this campaign.
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The inspiring narrative of the campaign illustrates how people are navigating the ‘new normal’ as the country continues to open up in phases after months of lockdown. It traces stories of unhindered progress of merchants and users, aided by PhonePe, while the pandemic has effectively changed our ways of life. By enabling safe payments from home and contactless payments everywhere else, PhonePe is helping everyone adapt to their new circumstances. The Indian drive for progress has no full stop, as captured in one of the lines in the film — “Rukna toh humein aata nahin”. PhonePe’s offerings, which include contactless payments, easy money transfers on chat, bill payments, fast recharge among others, nurture the spirit of resilience and always moving ahead.
Sameer Nigam, Founder and CEO, PhonePe, said, “During these unprecedented times, Indians from small villages to large metros are striving to get back to normalcy and progress in their lives. We see our platform as a trusted partner to those billion-plus aspirations. Our latest brand campaign is a tribute to the indomitable spirit of the people of India and reflects everyday stories of progress with PhonePe’s varied offerings.”
The campaign includes a 1 minute 50 second master film and five shorter 15-second stories. These can be viewed on digital and social media platforms such as YouTube, Facebook, Twitter, Instagram and LinkedIn. PhonePe users can also watch it on the app.
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