Phonepe Campaign Salutes Resilient Spirit of India

The launch of a new brand campaign saluting the resilient spirit of the people of India and their unstoppable drive in the face of the COVID-19 pandemic is announced by the Digital payments platform, PhonePe. Inspired by the brand’s philosophy of ‘Karte Ja, Badhte Ja’, the new brand film showcases how PhonePe continues to reach its users and merchants do more and move forward with adequate precautions.

As the country continues to open up in phases after months of the lockdown the campaign illustrates how people are navigating the ‘New Normal’. It traces stories of unhindered progress of merchants and users, aided by PhonePe, while the pandemic has effectively changed our ways of life. PhonePe is helping everyone adapt to their new circumstances by enabling safe payments from home and contactless payments everywhere else. The Indian drive for progress has no full stop, as captured in one of the lines in the film – ‘Rukna toh humein aata nahin’. The campaign includes a one-minute 50-second master film and five shorter 15-second stories.

Sameer Nigam, founder, and CEO, PhonePe, said, “During these unprecedented times, Indians from small villages to large metros are striving to get back to normalcy and progress in their lives. We see our platform as a trusted partner to those billion-plus aspirations. Our latest brand campaign is a tribute to the indomitable spirit of the people of India and reflects everyday stories of progress with PhonePe’s varied offerings.”