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PhonePe, an Indian digital payments app wants to grow its business by increasing app downloads and usage. In 2020, India hadn't accepted digital payments as a payment mode.


In India, cash is king! People had their doubts about paying digitally. Questions regarding safety, number of users & ease of use, kept coming up. 


During India's primest prime time show, the Indian Premiere League (like the Super Bowl), we launched a campaign answering all these questions and more. 

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We answered 9 frequently asked questions in 9 TVCs featuring Bollywood heartthrobs, Aamir Khan as the non-believer, and Alia Bhatt as the user. Through the series, we show Aamir Khan's character developing into an advocate for PhonePe. 

We continued answering questions on digital platforms. We took popular characters from the TVCs to YouTube and other digital platforms to highlight the various benefits of PhonePe. We also laid out an episodic series called, F.A.Kyuns with Shinde, to answer any lingering doubts.

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