CLIENT
PhonePe
1. Ramesh Srinivasan - Director - Brand Marketing
2. Vasudha Khurana - Lead - Consumer Brand Marketing
3. Nigel Sequeira - Brand Marketing
AGENCY
1. Rajdeepak Das - CEO & CCO – South Asia
2. Dheeraj Sinha - CEO & CSO – South Asia
3. Prajato Guha - National Creative Director
4. Sachin Kamble - National Creative Director
5. Archit Gadiyar - Associate Executive Creative Director
6. Vinit Sanghvi - Associate Executive Creative Director
7. Shashank Bhagchandani - Brand Strategy Associate
SUMMARY
India has the world’s largest private holdings of gold worth over $1.5 trillion. Indians buy close to 150 tonnes of gold in coins and bars, and 70% is bought offline. PhonePe saw an opportunity to eliminate India’s offline gold dependency.
The campaign managed to reassure people of the purity, the price, the delivery, and the seamless experience of ordering gold on PhonePe.
The campaign made PhonePe India’s default digital destination for buying gold.
Giving PhonePe a 70% spike in traffic for gold, and a 30% growth in transactions.
