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From cashless transactions to on-line security: Richa Sharma decodes PhonePe advertising technique

With Richa Sharma from PhonePe, we try and decode the PhonePe advertising technique that appeared to convey the cashless transaction to the middle of the map for India.

Because the second wave takes a grip over the nation with an impending Lockdown 2.0, cashless transactions turn out to be all of the extra necessary according to the digital India imaginative and prescient. This brings a few of the main digital cost platforms to the forefront, together with PhonePe. 

The model noticed vital progress within the final 12 months and attributed this to the platform adoption throughout Tier 4,5,6 cities and ‘Talukas’ together with a deep give attention to driving service provider acceptance in these geographies. 

We communicate with Richa Sharma, Director – Model Advertising, PhonePe to know the model’s advertising technique, newest initiative, the function of digital within the present context, and extra.

Behind ‘Har Cellphone Pe PhonePe’ Initiative

The expansion of P2M (person-to-merchant) funds was accelerated by the pandemic final 12 months put up lockdown. With the worry of virus transmission by money, P2M transactions for important providers (together with QR-based funds) noticed a rise. What began as a medium to ship and obtain based mostly on Unified Funds Interface (UPI) is on its journey to changing into synonymous with ‘Har cellphone pe, PhonePe Hai’ in current instances for the platform.

In an business that thrives round practical advantages or incentives, the model launched this marketing campaign to drive narratives that get them nearer to the customers and their tales of progress. 

Conceptualized by Leo Burnett India, the marketing campaign’s inspiration is the function that PhonePe performs for customers everywhere in the nation. Within the interval, which requires inspiration from all of the nooks and crannies of the world, this movie goals to offer voice to the little moments of ‘ahead movement’ that individuals acknowledge as progress whereas making an attempt to unlock the which means of ‘Aatmanirbhar.’ “We determined to interrupt away from typical storytelling codecs to infuse this piece with the quirk we hope our audiences will get pleasure from,” stated, Sharma.

Rajdeepak Das, CEO & Chief Artistic Officer – South Asia, Leo Burnett, stated, “The Har cellphone pe PhonePe’ movie is layered with a number of messages and pays an ode to each the Indian spirit of resilience and celebrates the PhonePe customers and the digital enhanced lives that we live. It captures India’s journey over time as we settle for and undertake digital options as a part of our on a regular basis lives.”

PhonePe is accepted throughout many Kiranas within the nation and has put collectively a 50,000 robust area drive to drive the corporate’s service provider acceptance community. In line with the model, there’s nonetheless large potential for increasing digital funds at offline retail shops.

Advertising Technique and IPL 2021

PhonePe advertising technique follows cashless transactions and revolves across the security, ease, and comfort of constructing digital funds as a part of the net world.

Sharma highlights, “PhonePe is partnering with India’s progress by liberating when, how, and the place a billion Indians entry cash and providers to satisfy their aspirations on the velocity of 412 transactions a second on its platform.”

Because the class chief, the model’s mission is to convey digital funds to each Indian family and set them on the trail to their progress. 

“All our multichannel advertising efforts are centered on increasing our base to 500 Mn customers by subsequent 12 months”, she provides.

Final 12 months PhonePe promoting campaigns had appealed to the non-users to undertake secure, fast, and comfy digital funds by their partaking plots with model progress. This 12 months the model goals to be quintessential to being a default a part of on a regular basis life for many Indians. “By our tales, we purpose to ask non-users to embrace this new lifestyle and construct stronger affinity and desire amongst class customers,” explains Sharma. 

With digital platforms enjoying a important function within the model’s advertising combine, TV viewership additionally falls important for PhonePe’s visibility and driving consciousness. As manufacturers look ahead with a glimmer of hope at IPL 2021 on Star Sports activities Community amidst the second COVID-19 wave, PhonePe is the official co-presenting sponsor for the tv broadcast. It’s also sponsoring 4 IPL franchises – Mumbai Indians, Chennai Tremendous Kings, Royal Challengers Bangalore & Delhi Capitals. Additional, the model will even accomplice with Disney+Hotstar as an Affiliate Sponsor of IPL Season 14.

Talking concerning the upcoming season of IPL, Sharma concedes that the campaigns will run aggressively throughout a number of platforms, together with TV, digital and social media equally, for the model. “Apart from, now we have ample OOH visibility by our QR codes and POS parts throughout the size and breadth of our service provider acceptance community all 12 months spherical,” she says.

By the IPL season final 12 months, the model had additionally created an episodic video collection, F.A.Kyun with Shinde, a personality from the TVC movies, the place he would tackle and make clear some widespread customers’ issues round safety with a heat, partaking type of supply.

Position of Digital and Social Media Play

Digital being a dynamic platform permits for lots extra contextualization and curation of experiences to drive the PhonePe story in a wealthy, related, and interesting method, shares the model. 

With an growing variety of frauds occurring all over the place, the PhonePe social media advertising technique focuses on easy communications and impactful methods by which individuals can safeguard themselves towards any malicious assaults on the Web.

Sharma highlights, “Security and safety are one of many core, always-on content material buckets in our social media technique, throughout all social platforms. 

The model’s social media technique is to coach folks concerning the security of UPI and overcome any doubts about it

PhonePe prudently makes use of social media channels. It garners most followers on Fb with 188.5K followers, adopted by Twitter with 115.5K followers, 108K subscribers on YouTube, and 28.4K followers on Instagram.

The first hashtags used throughout platforms include- #HarphonepePhonePeHai, #Payments, #BillPayments, #PayYourBills (add extra)


From leveraging topicals to combining influencer technique and moments, PhonePe leverages Fb for dynamic posts and showcasing campaigns with a message similar to #FoolNahiFoolProofBano on 1st April 2021.

The model additionally leverages the platform to advertise the app options by relatable popular culture parts and imageries.

CSR actions, Fb adverts similar to carousel adverts with gives and reductions whereas partnering with an e-commerce platform is one other tactic that’s leveraged by the social platform.


PhonePe social media advertising technique includes Twitter for official announcement posts, the behind-the-scenes of the PhonePe workforce efforts and initiatives, and buyer assist and assist with seemingly sturdy CRM and ORM providers

Twitter can also be utilized by the model to redirect customers for webinars, occasions, and interactions by the model leaders. 

Additionally learn: For the love of dogs: Ganesh Ramani decodes Pedigree marketing strategy


PhonePe YouTube web page presents an assortment of all of the initiatives by the model together with the campaigns and even Shorts because the concise movies

The model additionally has a YouTube group web page for conversations and promotions.


Memes, Testimonials, and leveraging the visible enchantment and Instagram filters for engagement, are a few of the main ways adopted on Instagram with relatable posts for the audience, as part of PhonePe promoting technique.

The Instagram posts contain many hues, majorly purple, inexperienced, and greys, because the model colours. Virtually 50% of them are dynamic.

Final 12 months, the model leveraged Dussehra to focus on the evils of faux and fraud actions within the class and the way PhonePe strives to keep away from these vices

Content material and Communication Technique

The content material technique of the model is according to its social media technique with extra dynamic content material for the customers. 

Sharma shares, “We have now discovered that video content material works finest for us throughout platforms when speaking an necessary message. This might both be a model message or a normal security message.”

The model additionally believes that an energetic dialog with folks on social media all the time helps alleviate grievances and fears, due to which the model’s social listening is all the time on. Whereas the model follows trending and topical content material codecs, they aren’t all the time the one focus as they purpose to drive the significant dialog. The communication technique is to place forth some severe messages. Nevertheless, PhonePe leverages these moments if it makes it simpler for the customers to undertake the platform.

Additional, the PhonePe communication technique includes breaking away from typical storytelling codecs to infuse which means with quirk to make it a mixture of leisure, engagement, and relevance.

Means ahead

As the way in which ahead, Phonepe is about to develop its service provider community from 18 million at the moment to 25 million by December 2021. The retailers more and more favor to just accept digital funds throughout India, which incorporates Kiranas and different offline shops. 

Because the class chief, it’s our imaginative and prescient in addition to our ambition to convey digital funds to each Indian family. Our aggressive advertising efforts are according to this strategic precedence, which shares the model.

Within the upcoming months, the model will work on a nationwide advertising marketing campaign, beginning with IPL 2021.

The advertising interventions will proceed to run by the 12 months with a give attention to the upcoming IPL 2021. “The main target of the advertising actions will largely be on increasing the consumer base from 280 Mn at the moment to 500 Mn by December 2022 and driving desire for PhonePe amongst tens of millions of new-to-digital customers”, concludes Sharma.

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