Mumbai: PhonePe, India’s leading digital payments platform, announced the launch of their new campaign to showcase how easy and safe it is to buy 24K pure gold coins & bars on the PhonePe app.
The Hindi ad films feature the much-loved 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 conceptualized and created by Leo Burnett India.
Speaking about the campaign 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 centered 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 4-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. Ramesh Srinivasan adds “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.”
Speaking about the campaign Rajdeepak Das, CEO & 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 humor. Although we have come a long way in adopting digital payments, gold still remains a traditional in-store purchase. Our campaign through its playful humor 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.”