Phonepe Case Study

PhonepPe Case Study – How payment companies market themselves ?

PhonePe is a digital wallet and online payment app that allows users to pay bills, transfer money, invest in mutual funds and gold, buy life insurance and make instant payment to your favorite online and offline stores via wallet or UPI.


  • Sameer Nigam founded PhonePe in 2015. He is serving as the Chief Executive Officer of the company as of September 2021.
  • Rahul Chari is presently serving as the Chief Technology Officer at PhonePe. Mr. Chari has 20+ years of experience in several systems like e-commerce platforms, enterprise software development and apps.
  • Burzin Engineer is working as the Chief Reliability Officer at PhonePe. He has an experience of more than 20 years, built web scale infrastructure and led multiple engineering projects at PhonePe including running and building the company’s web serving layer, cloud systems, network, CDN and storage.

Marketing Strategies of PhonePe

‘Har Phone Pe PhonePe’ Initiative Campaign

Rajdeepak Das, current CEO & Chief Creative Officer – South Asia, Leo Burnett, said, “The Har phone pe PhonePe’ film is layered with multiple messages and pays an important role to both the Indian spirit of resilience and celebrates the PhonePe users and the digital enhanced lives that we are living. It captures India’s journey over the years as we accept and adopt digital solutions as part of our day to day lives.”

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Social media marketing

With an increasing number of frauds happening everywhere, the PhonePe social media marketing strategy focuses on simple communications and impactful ways through which people can safeguard themselves against any kind of attacks on the Internet.

The brand’s social media strategy is to educate people about the safety of UPI and overcome any doubts about it

PhonePe utilises every social media channel precisely.

Hashtag marketing

The primary hashtags used across the platforms include-

  • #HarphonepePhonePeHai
  • #Bills
  • #BillPayments
  • #PayYourBills
  • #Scan
  • #Pay
  • #Wallet
  • #Payments
  • #ProtectYourself

And many more..

YouTube Marketing

Phonepe has more than 1.32 lakhs subscribers on YouTube which is quite a large number for any online transaction app. And on YouTube it offers many fun videos to maximize its sales and customers. And not just the sales, but these videos also help the people to understand the app better.

Content and Communication Strategy

The brand also believes in active conversation with people on social media that always helps people to overcome their grievances and fears, because of which the brand’s social listening is always on. While the brand follows the trending and topical content formats, they aren’t always the only focus as they aim to drive the meaningful conversation. The communication strategy is to put forth some serious messages too like about the safety and advantages.

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