PhonePe builds brand awareness through regional campaigns, Marketing & Advertising News, AND BrandEquity
A digital payment platform, PhonePe has launched regional branding campaigns to build brand awareness and drive preference for its offerings in Kerala and Tamil Nadu.
The Kerala campaign paid tribute to the popular snack, parippu vada. He explored different perspectives of parippu vada to drive the strengths and key offerings of PhonePe. Malayali actor Jayasurya was featured in the campaign.
The campaign for Tamil Nadu adopted a micro storytelling format called PhonePe Shots. PhonePe showcased regionally chosen and nuanced slices of life in the daily lives of the people of Tamil Nadu, where those moments are then connected to the platform’s key functionalities.
Ramesh Srinivasan, Brand Marketing Director, PhonePe, said, “With a growing user base of over 30 crore Indian, we pride ourselves on being not only a national but also a regional brand. The campaigns used regional metaphors and cultural nuances relevant to Tamil Nadu and Kerala to target audiences who have not yet tried digital payments. Communication in regional languages is by nature clutter-free and has aroused a great love for the brand on the part of the public. We will consider running more regional campaigns in the future as we build PhonePe as the billion-Indian preferred digital payments and financial services platform.
The campaigns were launched on the digital platforms YouTube, Facebook and Sharechat in addition to print and radio.
Watch the commercials here: