Mumbai: Ogilvy India has rolled out a new humour-driven campaign for PhonePe Mutual Funds, designed to make investing feel simpler and more approachable for everyday Indians. Through culturally relatable storytelling and light-hearted humour, the campaign encourages people to start their investment journey with confidence.
As more consumers turn to digital platforms for financial services, PhonePe is positioning its Mutual Funds offering as an easy entry point for first-time investors. The platform provides expert-backed recommendations through its proprietary CRISP Scorecard, which analyses and identifies suitable funds for users. Additionally, PhonePe has introduced a Daily Mutual Funds SIP feature that allows individuals to begin investing with as little as ₹10 per day, promoting disciplined and consistent wealth creation.
At the heart of the campaign is the line “Meri Team Hai Na.” The first film unfolds in a traditional wrestling arena, where a wrestler proudly receives a prize cheque. When advised to invest wisely, he responds with the confident line. The advisor imagines a humorous scenario of wrestlers analysing financial data like stockbrokers, only to discover that the “team” actually refers to PhonePe’s financial experts guiding the investment decisions.
The second film follows a similar concept in the setting of a nukkad natak (street play). Here too, the advisor imagines the theatrical troupe giving investment advice before learning that the real support system is PhonePe’s expert-backed platform.
Created by Ogilvy India and directed by Abhinav Pratiman, the campaign also features two additional films highlighting the Daily SIP feature. Together, they reinforce the idea that small, consistent investments can help individuals navigate market ups and downs with confidence.
