Mumbai: Protean eGov Technologies Limited has launched a compelling new brand campaign, “Apni Kahaani ka Hero”, with acclaimed actor Pankaj Tripathi as its brand ambassador. The campaign celebrates the transformative power of DPI in uplifting citizens and positions Protean as a pivotal enabler in their success stories.
The campaign draws inspiration from Pankaj Tripathi’s own journey—rising from humble beginnings to becoming one of India’s most celebrated actors—mirroring the aspirations of millions of Indians.
The film, which showcases the tagline “Protean: Impacting Everyone, Every day”, highlights the resilience and determination of India’s 1.45 billion heroes who overcome everyday challenges to fulfill their dreams. Protean’s suite of solutions, including Protean PAN, eKYC, Vidyasaarathi scholarships, and the National Pension System (NPS), plays a key role in these stories, enabling socio-economic transformation through accessible and inclusive digital solutions.
Speaking about the campaign, Gaurav Ramdev, Chief Growth & Marketing Officer, Protean eGov Technologies Ltd, said, “Digital Public Infrastructure Is a technical jargon that a few understand and relate to, and needs to be humanised in storytelling. DPI is empowerment of the nation and an enabler to billion aspirations. As humble leaders in this space, it is our responsibility to tell human stories that inspire – of a category that not only has an impact on the BFSI & startup industry but on every citizen of this country. It is this impact that we wanted to highlight through our campaign which marks the next chapter in rebuilding Protean’s identity. And we couldn’t think of anyone better than Mr. Pankaj Tripathi to be our chief narrator, because he is also our customer and now our brand ambassador. We are confident that this film will inspire millions of viewers to continue to be the Hero of their own stories.”
Suresh Sethi, MD & CEO, Protean eGov Technologies Ltd, added, “Amidst the evolving digital world, the growth in India’s digital prowess clearly stands out through the development of Digital Public Infrastructure (DPI) which we now share with the world. The core inclusive principle of DPI states that every citizen in the most inaccessible corner of the country has the same opportunity as everyone else, and thus DPI has played a key role in driving social and financial inclusion, which is pivotal for socio-economic transformation. Though Protean eGov has been a leader in the DPI space, we have always been working in the background; this campaign is our opportunity to tell our story. We are delighted to have a versatile and talented actor like Pankaj Tripathi to lead this narrative.”
The campaign, conceptualized by Ogilvy, is a lighthearted yet emotional journey into the life of a common Indian. It showcases how DPI bridges gaps, enabling essential services to reach those who need them most.
Sujoy Roy, Sr. Executive Creative Director, Ogilvy, remarked, “Technology is a force for good, it’s bridging the gap between essential services and the people who need them. This new film, featuring Pankaj Tripathi, beautifully captures how Protean’s Digital Public Infrastructure solutions—such as the PAN Card, National Pension System, Open Network for Digital Commerce—are transforming lives across India. Through Pankaj’s journey, we see the true power of digital empowerment, making crucial services accessible, secure, and impactful for everyone. As an agency we are proud to play a role in helping Protean create these moments and contribute to a more inclusive future for all in the form of an engaging narrative.”
Actor Pankaj Tripathi, reflecting on his association with Protean, said, “When I was told about the campaign I was intrigued about what DPI is but then as I got to know about it, I was amazed about the impact it has in our lives and we hardly realize it. As a customer of Protean myself, I am thrilled to be a part of their story”
The 3-minute 50-second film follows Pankaj’s narration, portraying pivotal moments from the lives of everyday Indians striving to achieve their dreams. It illustrates how Protean products—like Vidyasaarathi, eKYC, and ONDC—act as enablers of change.
Kanika Bharadwaj, CEO of People As Brands (PAB), who structured the association, shared, “At People As Brands, we’re committed to crafting collaborations that not only elevate brands but also resonate with audiences. This synergy between Pankaj’s authenticity and Protean’s innovation promises to be a game-changer, and we’re thrilled to have played a part in bringing this vision to life.”
Designed as a digital-first campaign, “Apni Kahaani ka Hero” aims to amplify its reach through social media, tapping into its viral potential. Following the success of Protean’s previous campaign, #ChangeIsGrowth, this initiative positions Protean as the essential digital partner for the Indian masses, offering solutions that cater to diverse needs across education, finance, lifestyle, and philanthropy.
