Cashify ropes in Rajkummar Rao for its first marketing campaign

Cashify ropes in Rajkummar Rao for its first marketing campaign

The campaign was conceptualised and executed by the in-house team & MotifGlobal


Mumbai: Cashify has launched their first TVC with National Award winner Bollywood actor Rajkummar Rao as the brand ambassador.

Conceptualised and executed by the in-house team & MotifGlobal, the 30-second creative uses humor, wit and clear messaging to draw awareness among the prospective and existing customers about the ease and convenience of selling old or used mobile phones using Cashify for instant cash and free home pick-up.

The campaign comprises two films. The first film opens up with a conversation between two brothers, one being stuck in a real-life situation, struggling to recover the loan. That is when Cashify is stitched in the narrative as a solution highlighting various value propositions to the users including trust, convenience, maximum value, safe & hassle-free, free pickup, and instant payment.

In the second ad, the protagonist is asking the audience if they are planning to buy a new phone and what they will do with their old phone. We all have that temptation of buying a new smartphone. And selling the old phone to help fund the new purchase is always a great option. But the question is how to get the best resale value for your phone? The protagonist explains step-by-step how Cashify simplifies the process of managing your devices by helping you with price discovery, cash in hand, and other such features in a streamlined and efficient manner.

The company had roped in Rajkummar Rao earlier this month as its first brand ambassador to promote its products and services across offline and online mediums. The company will run this campaign across Television, OOH, Radio and Social media channels for the upcoming months making it a 360-degree campaign.

“As the country went into lockdown, the need to have a smartphone with internet connectivity and the supportability of apps became a necessity. Be it keeping up with jobs or education, digital became the new normal. People couldn’t make do without a gadget in hand. And for those who couldn’t walk into a showroom and grab a new smartphone, refurbished devices came as a sigh of relief,” said Cashify, head-content strategy, Puneet Arora. “With this campaign, we are trying to reiterate how Cashify makes selling or buying phones hassle-free. Rajkumar as a brand ambassador is a strong face to our brand philosophy. We are looking forward to a multi-year engagement with him.”