How PhonePe is doing functional messaging in a not so functional manner
Independently owned, bespoke creative agency The Script Room has embarked on a robust campaign with PhonePe which entails a total of ten films, six for their health insurance service and four for the overarching UPI brand.
With the aim of making health insurance more accessible, affordable, and convenient, PhonePe has launched a revolutionary monthly premium payment option for its customers. This innovative approach to health insurance is backed by a compelling advertisement campaign conceptualized and executed by The Script Room, featuring a series of four engaging films. Through the campaign, PhonePe envisages to transform the way people access health insurance.
The ad campaign, masterfully crafted by The Script Room, highlights the benefits of Monthly Health Insurance, emphasizing affordability and convenience. Each film showcases relatable scenarios and, using dark comedy, masterfully drives home messages that counter mindset barriers to avail health insurance.
Speaking about the campaign, Ayyappan Raj, Founder, The Script Room said, "Context is everything, especially for new product news. Therefore, the approach was to keep the messaging close to the point of realization - being hospitalized and not having health insurance. And since affordability is the biggest barrier, how PhonePe’s monthly insurance plan can solve this issue is the broad narrative construct. Thanks a lot to the PhonePe team for their trust and support, and Abhinav Pratiman for taking our scripts and turning them into comedy gold”.
The second campaign titled New Girl In The City, covers PhonePe’s overarching UPI offering and it is also currently live on ICC World Cup. The films portray everyday life to make them easily relatable while keeping the essence of the offering intact. The central character Arya embodies ‘the girl next door’ - likeable and charming. The script was drawn up to portray a strong multi- dimensional characterization on screen - smart, funny and independent.
Speaking about the campaign, Rajesh Ramaswamy, Founder, The Script Room said, “We were looking for a refreshing idea. A kind of a world which could seamlessly lend to talk about the features of PhonePe UPI. While we always end up shooting every ad in Mumbai, what if we begin only with Film opens in Mumbai. New Girl in the city!
Ramesh and the team at PhonePe loved the scripts and believed in the simplicity and extendibility of the idea. Big thanks to Varma for making this campaign so beautiful, and for delivering a storytelling masterclass in twenty seconds. And we wanted to have a fresh face to launch this campaign, and Naina Bhan seemed apt in every way.”
Taking to his social media handle Ramesh Srinivasan Director & Head- Brand Marketing, PhonePe gave a shout out to The Script Room and spoke about the new campaign, “A very new treatment and take, our attempt to do functional messaging in a not so functional manner. Lots happening this World Cup on brand PhonePe and just super glad that it’s all coming together and landing on the biggest media event of the year”.