Digital payments platform PhonePe announced the launch of their new campaign to showcase how easy and safe it is to buy 24K pure gold coins and bars on the PhonePe app.
The Hindi ad films feature the duo of Inspector Desai (played by Aamir Khan) and Shinde for the audiences in the northern, western and eastern parts of the country. These have been conceptualised and created by Leo Burnett India.
Ramesh Srinivasan, Director, Brand Marketing, PhonePe, said, “While we absolutely wanted to highlight the USPs of buying gold on PhonePe, we wanted to do it in a manner that tells a story and not just communicates the message. So, the brief was centred on having a conversation with our audiences and helping them understand the seamless and hassle-free experience of buying gold on PhonePe, with a storytelling format that is relatable yet memorable.”
The four-film campaign through a series of short films builds the consumers' trust in buying Gold on PhonePe. The films address the concerns one would have regarding purity and ease of buying gold through the inimitable camaraderie between Inspector Desai and his trusted Shinde. The films reiterate the purity of the gold purchased from PhonePe by ensuring certification for reassurance of quality and assure a seamless gold buying experience from buying to storing hassle-free through the playful banter between the two characters.
Srinivasan added, “This assurance is at the core of our product, which we wanted to bring out to the fore with our campaign. The campaign’s theme of Ab Gold Lo Befikar PhonePe is the culmination of that belief.”
Rajdeepak Das, CEO and Chief Creative Officer, South Asia, Leo Burnett, said, “The adventures of Inspector Desai and Shinde are back! And this time the duo are busting myths about buying gold online, but of course with their signature wit and humour. Although we have come a long way in adopting digital payments, gold still remains a traditional in-store purchase. Our campaign through its playful humour and narrative encourages everyone to move to the smart way of buying gold – on PhonePe. We hope our audiences will enjoy and find resonance with our films.”
Richa Sharma, Ramesh Srinivasan
Campaign Manager: Vasudha Khurana
Content Managers: Madhavi Varanasi, Nigel Sequeira
Digital & Social Managers: Yatithi Vidhlani, Aditya Nair
Agency: Leo Burnett
CEO & CCO, South Asia, Leo Burnett: Rajdeepak Das
CEO & CSO, South Asia, Leo Burnett: Dheeraj Sinha
National Creative Directors: Prajato Guha Thakurta, Sachin Kamble
Associate Executive Creative Directors: Archit Gadiyar, Vinit Sanghvi
Creative Team: Shivani Gairola, Saumya Aggarwal, Ketan Shinde, Simran Arora, Punya Arora, Silvi Kasliwal, Vedika Karpe
Executive Vice-President: Niket Kumar, Maninder Bali
Associate Vice-President: Pooja Punjabi
Brand Services Directors: Antara Bhattacharya, Shreyash Goenka
Brand Strategy Associate: Samiksha Gupta