Integrated IPL campaign leveraging our partnership with four teams, to drive preference for PhonePe
Objective: Awareness and Recall. Differentiated conversation amidst IPL clutter. Build brand preference.
Insight: Cricketers aren’t the only ones playing during IPL. Every fan becomes a 12th man for their team representing their team against the rivals. The fan games are all about giving and taking. Giving and taking is also at the heart of PhonePe.
Idea: Let PhonePe help fans play their part for their teams. With this campaign, we want PhonePe to ride and own this fan culture of banter & rivalry. Giving fans a platform to represent, show off their city pride & take on rivals. Like you, whether it is taking or giving, PhonePe is a champion of all len-den. Making PhonePe a strong staple throughout IPL season.
Created with Brave New World, Bangalore
Writer Tara D’Souza
Status Unreleased, created for a pitch