PhonePe is an Indian digital payments platform with competitors like Google Pay and PayTM.
In 2020, when India was still getting used to digital payments, people had their doubts about paying via PhonePe. So, during India's primest prime-time event, the Indian Premiere League, we launched a TVC campaign to clarify all the doubts our target audience had about PhonePe.
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 see Aamir Khan's character become an advocate for PhonePe.
We took the characters from the films to YouTube bumpers, to tell people that PhonePe is the best, easiest, and the safest way to make payments. We also made YouTube bumpers with the characters to give our audience, offers.
We then took to social media with one of the most loved characters from the films,
to answer queries of people in an episodic series called, F.A.Kyuns with Shinde.
Agency: Leo Burnett, Mumbai
MD/CCO: Rajdeepak Das
MD/CSO: Dheeraj Sinha
NCD: Projato Guha Thakurta & Sachin Kamble
AECD: Archit Gadiyar
Sr. CD: Vinit Sanghavi
Shivani Gairola, Sayan Sengupta, Saumya Aggarwal,
Harshada Shinde, Simran Arora & Rohit Wani