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PhonePe
The journey to UPI adoption

RAN IN: India

CLIENT
PhonePe

1. Richa Sharma - Director, Brand Marketing 2. Ramesh Srinivasan - Head, Consumer Marketing and Media

AGENCY
The Leo Group Mumbai *Lead Agency

1. Maninder Bali - Executive Vice President 2. Dheeraj Sinha - CEO & CSO-South Asia, Leo Burnett 3. Rajdeepak Das - CEO & CCO-South Asia, Leo Burnett 4. Prajato Guha Thakurta - National Creative Director 5. Sachin Kamble - National Creative Director 6. Pooja Rawat - Vice President, Planning 7. Archit Gadiyar - Associate Executive Creative Director 8. Vinit Sanghvi - Senior Creative Director


SUMMARY

PhonePe, a digital payments platform, needed to change the behaviour of Indians from using cash to using PhonePe. But it’s not for no reason that one of the most seminal books on India is titled – The Argumentative Indian. Despite the convenience, the universal acceptance and the safety assurance, India wasn’t taking to digital payments. PhonePe took the leadership stance, mounting a campaign that went head-on with all the arguments against digital payments, dislodging cash from its plum position and putting PhonePe as the undisputed leader, ahead of the Goliath gPay.

CASE VIDEO


Hero Medium: TV

Audience: Mass, public

Objectives: Reach out to new audience

Language: English