Mumbai: Ogilvy India has unveiled a new humorous campaign for PhonePe’s Mutual Funds business, aimed at simplifying investing and encouraging millions of Indians to begin their investment journey with confidence. The campaign blends cultural storytelling with humour to highlight how PhonePe supports investors with expert guidance and data-driven recommendations.
As digital-first consumers increasingly look for intuitive financial solutions, PhonePe is positioning its Mutual Funds offering as an accessible gateway for new investors. The platform’s expert team, supported by its proprietary CRISP Scorecard, analyses and recommends top funds to help users make informed decisions. PhonePe has also introduced a Daily Mutual Funds SIP feature that allows investors to start investing with as little as ₹10 a day, encouraging disciplined wealth creation through small but consistent contributions.
To communicate this proposition in an engaging way, the campaign introduces a humorous narrative built around the line “Meri Team Hai Na.” The first film is set in a traditional akhada (wrestling arena), where a victorious wrestler receives a prize cheque. When advised to invest the money wisely, he confidently replies, “Meri Team Hai Na.” The advisor imagines a chaotic stock exchange floor filled with wrestlers trying to analyse financial data. The comic misunderstanding is resolved when the wrestler clarifies that his “team” actually refers to PhonePe’s financial experts who use the CRISP scorecard to recommend suitable funds.
The second film mirrors the premise in the setting of a nukkad natak (street play), where a performer delivers the same reassuring line. The advisor’s imagination once again spirals into a comical scenario involving the theatrical troupe offering financial advice, before the reveal that the dependable “team” is PhonePe’s expert financial advisors.
Commenting on the campaign, Sukesh Nayak, Chief Creative Officer at Ogilvy India, said, “In India, we grow up believing that when you have a good team behind you, you’re never alone. That cultural truth shaped this campaign. ‘Meri Team Hai Na’ is a line we’ve all used, and we brought that reassurance into the world of investing with humour and exaggeration to show that PhonePe’s expert team has your back. Abhinav Pratiman from Earlyman Films brought the idea to life beautifully, blending cultural nuance and cinematic flair to make investing feel far less daunting and far more approachable.”
The campaign also extends into two additional short films focusing on the Daily Mutual Funds SIP feature. In the akhada setting, the wrestler leads his team through disciplined training, drawing a parallel between consistent physical practice and regular investing. In the folklore-inspired film, performers wear exaggerated bear and bull masks to symbolise market volatility, reinforcing the idea that consistency remains key despite market swings.
Amit Doshi, Chief Marketing Officer at PhonePe, said, “With ‘Mutual Funds bhi, ab PhonePe’, we are taking a significant step towards democratizing wealth creation in India. We understand that many new-age investors hold back not because of lack of ambition but owing to confusion and hesitation. By combining our proprietary CRISP methodology with simple tools like Daily Mutual Funds SIP starting at just Rs. 10, we are addressing both decision paralysis and inertia. We are building a platform that makes investing jargon free and builds confidence, helping users take the first step with clarity. Our goal is to turn complexity into clarity and enable investors to move from hesitation to action with a complete peace of mind.”
With the new campaign, PhonePe aims to reinforce its commitment to democratising financial services in India by combining technology, expert insights and culturally resonant storytelling to make investing simpler and more approachable for a new generation of investors.
Credits:
Ogilvy
Credits for Social platforms:
Chief Creative Officers, India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Chairperson: Hephzibah Pathak
Chief Executive Officer: VR Rajesh
Chief Strategy Officer: Prem Narayan
President and Head of Office – Mumbai & Kolkata: Hirol Gandhi
Creative Team: Pratheeb Ravi, Srijan Shukla, Pritam Singh, Rutuja Mali & Anubhav Ratan
Planning Team: Akhilesh Nath & Sanika Nagnur
Account Management Team: Harsh Bhatt, Chainali Kapoor, Sneha Batra & Rutuja Kothurkar
Client: PhonePe
Group Chief Marketing Officer, PhonePe: Amit Doshi
Head, Business Marketing, PhonePe Wealth: Vinay Chaudhary
Brand Marketing Manager, PhonePe Wealth: Mallika Dhawan
Media Lead: Pratheep Kumar
Production House: Early Man Film Pvt Ltd
Director: Abhinav Pratiman
Executive Producer: Anand Menon
Credits for Print:
Team Ogilvy
Client: PhonePe
Production House: Early Man Film Pvt Ltd
