Q] What is the objective of this campaign? Who is the brand targeting in terms of demographics or geographically?
Geographically, our brand has a strong presence across 80+ cities in India, allowing us to run a multilingual campaign that speaks to diverse audiences. Demographically, we’re focusing on individuals aged 25 to 45 years who value convenience, particularly when it comes to selling their old phones.
However, the broader aim of this campaign is to evolve our brand perception from being seen as purely transactional to becoming more contextual and culturally relevant.
Historically, our messaging was straightforward and utility-driven, like ‘If you have a phone to sell, Cashify is the place to go.’ But with this campaign and other content-led initiatives, we’re embracing a more narrative-driven approach that aligns with the evolving mindset of today’s consumers, especially Gen Z. The act of selling a phone is no longer just about affordability; it’s increasingly tied to values like environmental responsibility, minimalism, and conscious consumption.
Q] Could you share what the media mix looks like for this campaign?
We experimented with TV about a year ago, but it didn’t deliver the results we were aiming for. As a result, our current focus is primarily on digital. Out-of-home (OOH) has remained a consistent part of our media mix, mainly due to our widespread retail presence, it effectively supports our need for visibility. Today, about 95% of our media spend is allocated to digital channels.
TV as a medium is gradually losing relevance, largely because it’s not on-demand. More importantly, for a category like ours, selling a phone isn’t an impulse decision. That’s where our retail stores, especially in high-footfall areas like metro stations, play a crucial role. Even if consumers don’t act immediately, these touchpoints keep us top of mind.
Digital, on the other hand, allows us to build frequency at scale and a lower cost. Since the consumer journey in our category is often spread over time, Digital helps us stay relevant throughout. And because the entire selling process is already digitally native, it naturally aligns with our brand and consumer behaviour.
Q] The previous campaign featured Rajkummar Rao, but this time, Cashify opted for a non-celebrity approach. What led to this shift in strategy?
The decision not to feature a celebrity in this campaign was a deliberate one. We wanted the focus to remain on the narrative and context, without the message being overshadowed by star power. While Rajkummar Rao continues to be associated with the brand, for this campaign, the story needed to take centre stage and connect with the audience without the distraction of a celebrity presence.
Q] Is the trend of selling smartphones more prominent in metro cities? How does consumer behaviour differ in Tier 2 and 3 cities?
Device distribution is naturally skewed, with a higher concentration of handsets in metro cities, so our primary focus remains there. However, we view the market holistically. Anyone with a device to sell is part of our target audience, and these users are spread across the country.
To ensure accessibility, we’ve partnered with major brands like Apple and Samsung, allowing customers to walk into their stores and complete trade-in transactions. What truly differentiates Cashify is our standalone trade-in option; customers don’t need to purchase a new phone to sell their old one.
Q] What made Cashify decide to partner with Gaurav Kapoor’s Lie Hard show?
We’ve been actively exploring YouTube as a platform because it offers true creative freedom. Our aim is to support creators without confining them to rigid brand guidelines. It’s not just about placing a logo in the background; we want to be integrated into the narrative and contribute meaningfully to the content. Whenever there’s a natural alignment between a creator’s voice and our brand philosophy, we focus on building long-term partnerships rather than one-off sponsorships.
The idea is that this isn’t a category where you can simply tell people, ‘sell your phone,’ and expect instant understanding or action. There’s a need to build awareness around the category itself about what it means, how it works, and why it matters. Through content, we aim to communicate the brand philosophy and educate audiences about the unique value propositions of the category. For example, in Lie Hard with Gaurav Kapoor, through a game show format, we explored ways to integrate our messaging more organically, like introducing a fun round that explains how phone value is calculated or what services are available. It’s not just an ad it’s a content integration designed to inform, engagingly and entertainingly.
Q] Does prior controversy, such as the India’s Got Latent episode, factor into Cashify’s assessment of partnership risks?
Our philosophy has always been creator-first; we don’t believe in imposing creative control or censorship. Every creator has their audience, and we respect that. For example, with Samay Raina, we had no regrets supporting his content, as it resonated with his community.
Of course, we believe there should be responsible boundaries, but it’s not our role to enforce them. As a brand, we’re also evolving and learning what works in the content space. Our association with India’s Got Latent was a learning experience, and we continue to support creators like Samay. If he builds something new that aligns with our values and appeals to today’s youth, we’d be happy to back him again. The goal is to stay relevant and be part of the content that inspires and engages the next generation.
Q] What kind of challenges are you facing while trying to organise and formalise this largely unstructured category?
The unorganised market is significantly larger than the organised one, with only a handful of players driving trade-ins. Our biggest competitor is the drawer. Even today, nearly 50% of devices are never sold; they just sit forgotten in drawers. The core challenge lies in customer education.
Q] With players like Amazon in the refurbished space, what gives Cashify a competitive edge?
One of our biggest USPs is our retail footprint—we have over 200 stores across the country. While platforms like Amazon and others also sell refurbished devices, what sets us apart is the trust we’ve built through our offline presence. Customers know that if something goes wrong with their phone, they can simply walk into a nearby store and get it serviced.
None of our competitors offer this level of accessibility. Most don’t have any retail or offline presence, so service is either limited to pick-and-drop or, in many cases, non-existent. Our ability to provide post-sale support through physical stores gives customers a sense of reliability that others can’t match.
PROFILE
Nakul Kumar is the co-founder and Chief Marketing Officer of Cashify. An engineer by training and a marketer by passion, Nakul holds a Bachelor’s degree in Electronics & Communication from Panjab University and a Master’s degree in International Management from MDI, Gurugram. He began his career with Gaz de France in Paris, working on CO₂ reduction strategies, an experience that shaped his purpose-led approach to marketing and sustainable brand building.
ABOUT THE BRAND
Cashify is a re-commerce platform that lets people sell, buy, repair, and recycle used electronic devices like smartphones and laptops. Started in 2009 and based in Gurugram, it operates in over 100 cities with more than 200 stores. In FY23, it reported revenue of Rs 816 crore.
Facts
PR Agency: 80dB Communication
Media agency: In-house
Creative agency: Dhindora Media
