PhonePe launches hyper-local campaign in South India

The omnichannel campaign is conceptualised by 82.5 Communications.

Mumbai: While there is a PhonePe Insurance campaign for Hindi-speaking markets, talking to South India meant starting with a fresh slate for the online insurance brand. After a multi-agency pitch, 82.5 Communications won the creative mandate to extend PhonePe’s ‘Tension Chhodo, Insurance Lo’ campaign to the five states of South India. 

82.5 Communications brought together its knowledge and insights of South India towards one objective - build consideration for PhonePe insurance, while communicating about the various features that ladder up to ‘No Tension Insurance.’

Commenting on the association, PhonePe director - brand marketing Ramesh Srinivasan said, “When our brand is a household name, the stories we take to our audience’s homes should also be relevant and relatable to every household. One of the key pillars of our communications strategy has been to position PhonePe not just as a national brand but a regional one as well, for each and every consumer of ours. The insurance campaign for PhonePe created by 82.5 Communications for South India markets aims to do just that – a full 360 campaign not just adapted from the mainline but custom-designed for the sensibilities and nuances of each of the 5 states in the south.”  

“The PhonePe insurance campaign was an opportunity for us to flex our hyperlocal creative muscle—a muscle we have consciously built, across Marathi, Bengali and Southern Indian languages, for example," stated 82.5 Communications-India chairman and CCO Sumanto Chattopadhyay. "Advertising often treats South India as a homogenous whole, but in this campaign, we got the opportunity to create afresh for five Southern states—so what the consumer sees is the same concept that is yet not the same, both in terms of language and cultural nuancing.” 

“We at 82.5 Communications take pride in being a language first agency and that is what we have brought alive in this campaign," said 82.5 Communications-South SVP and branch head Naveen Raman. "This South-focused campaign is thought through in the respective regional languages dialing up local insights and nuances. Each market will get to see a series of multiple films well supported by print, radio and digital.” 

The chosen creative idea features two brothers who discover the various features of PhonePe Insurance through the multi-film campaign. Four films are already live, with more to come.  

82.5 Communications–South group creative directors Sangeetha Sampath and Ravikumar Cherussola elaborated on the creative process and said, “Gone are the days of dubbing an obviously non-South ad in the four languages of South India. Furthermore, while certain insights could remain common across the Southern states, there is a vast difference in culture, language, traditions, and nuances. And we wanted to capture that perfectly, and respectfully. Every ad of the Two Brothers campaign has been shot separately for the 5 states, featuring native actors of Kerala, Tamil Nadu, Karnataka, Andhra Pradesh & Telangana. This hyper-local thinking and execution extends to print and digital too.”

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