The anthem is nearly 2 minutes long and uses music and dance moves to list the app's use cases.
PhonePe’s new ad is an anthem of sorts. It attempts to show viewers how their life can be simplified when they use PhonePe. The ad shows different use cases of the app – movie ticket booking, payments at kirana stores and more.
It also illustrates that a user can use the app to make payments for their mobile recharges, gas bills and other household expenses. The ad also makes a reference to the PhonePe Gold section of the app – which allows users to purchase virtual gold.
The campaign was developed by Leo Burnett Mumbai. Speaking about the campaign Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett, said “The Har phone pe PhonePe’ film is layered with multiple messages and pays an ode to both the Indian spirit of resilience and celebrates the PhonePe users and the digital enhanced lives that we are living. It captures India’s journey over the years as we accept and adopt digital solutions as part of our everyday lives.”
The ad also makes a quick reference to traveling around, and emphasises on the fact that the app can be used throughout the country. It also makes a reference to the fact that a person can send gift vouchers and use the app to order food.
"The inspiration of the campaign is the life role that PhonePe plays for our users all over the country. This film gives voice to their little moments of forward motion that we recognise as progress. Bill payments that are as easy as playing your favorite game, quick and convenient QR payments and financial services that unlock the meaning of ‘aatmanirbhar’ are some of the features our users have come to rely on,” says Richa Sharma, Director, Brand Marketing, PhonePe.
The ad ultimately ends by saying that using the PhonePe app can help the user become ‘atmanirbhar’ – or self-sufficient. According to a press release - the centerpiece of the campaign is multimedia, audio-visual, real-life animation video set to a catchy tune, packed with pop-culture cues as a salute to their 25 crore+ users in 2021. By employing a range of multimedia formats including video game graphics, quirky illustrations as well as stop motion treatments, the film pays homage to some of 2020’s favourite cultural moments, including Yashraj Mukhate's ‘Rasode mein kaun tha?’
The ad is very reminescent of an old Airtel ad which says 'Har ek friend zaroori hota hai' (each friend is important to us) and that Airtel is the network that connects these friends.