Mumbai: PhonePe, India’s leading digital payments platform has announced its new campaign ‘Unstoppable India’ featuring Aamir Khan. The film which pays an ode to the spirit of India, that hasn’t skipped a beat, even in these unprecedented times has been conceptualised and created by Leo Burnett India. PhonePe’s ambassador Aamir Khan has featured and lent his voice to the campaign.
Taking the brand’s philosophy of ‘Karte Ja, Badhte Ja’ further, ‘The Unstoppable India’ campaign reflects on how India has persevered through the unexpected pandemic and even in these tough times, Indians have found ways to cope successfully. From kids to the older generation, we’re all successfully navigating this new normal. And PhonePe is proud to have contributed in helping India forge forward with its array of digital payment services.
The film captures the indomitable human spirit of survival and the unstoppable determination with which the country is collectively rebooting to a new normal. People from all walks of life are embracing the norms of social distancing and sanitizing but not letting it get in the way of their progress.The campaign features one master film and 5 micro films and has been released on digital platforms.
Speaking about the campaign, Rajdeepak Das, Managing Director – India & Chief Creative Officer, Leo Burnett South Asia said “PhonePe has always prided itself as a catalyst fuelling progress in the new India. While the pandemic created an unpredictable crisis, it also saw the steadfast Indian spirit of resilience. India is unstoppable. And as a brand PhonePe has been a cornerstone in helping India be unstoppable, at a time like this. With its myriad services, PhonePe is fueling India’s road to recovery and progress one digital transaction at a time – ‘Karte Ja, Bhadthe Ja’. This campaign reflects the triumph of the human spirit and is a true Human Kind example of how technology can help bridge the gap with progress.”
Richa Sharma, Director – Brand Marketing, PhonePe said “We Indians have always possessed and demonstrated incredible resilience in the toughest of situations. Our response to the COVID-19 pandemic is symbolic of it. We’ve witnessed everyone – from small villages to large metros, striving to keep moving forward in the ‘new normal’ with caution. We are humbled that they’ve chosen our platform as a trusted partner to their billion-plus aspirations. This campaign is a tribute to the indomitable spirit of the people of India and reflects everyday stories of progress with PhonePe’s varied offerings.”
Campaign Credits:
Creative Agency: Leo Burnett
MD – India & CCO – South Asia, Leo Burnett: Rajdeepak Das
MD – India & CSO – South Asia, Leo Burnett: Dheeraj Sinha
National Creative Directors: Sachin Kamble, Prajato Guha Thakurta
Associate Executive Creative Director: Archit Gadiyar
Senior Creative Director: Vinit Sanghvi
Creative team: Shivani Gairola, Sayan Sengupta, Suyashi Mathur and Ashwini Kerkar
Executive Vice President: Maninder Bali
Vice President: Pooja Rawat
Brand Director: Mukul Dhavan
Brand Associate: Shreyash Goenka
Vice President Planning: Pooja Rawat
Brand Strategy Associate: Sneha Sadani
Production House: Offroad Films
Director: Akanksha Seda
Executive Producer: Khalil Bachooali
Producer: Madhuri Joshi
Music: Sameer Uddin
Client: PhonePe
Director, Brand Marketing: Richa Sharma
Head, Brand Storytelling: Luckee Ssaeni
Creative Partner, Brand Storytelling: Madhavi Varanasi
Link to campaign:
