Cashify, India’s re-commerce platform, has introduced its first AI-led campaign titled ‘Welcome to Refurbia.’ The initiative presents an AI-generated world that illustrates the journey of refurbished phones and the people involved in giving them a second life.
Developed and produced entirely in-house, the campaign depicts Refurbia as a digital space where refurbished devices are restored and reused. Through its narrative, it seeks to inform audiences about the process of refurbishing technology, build confidence in pre-owned devices, and highlight Cashify’s approach to reducing electronic waste.
Nakul Kumar, Co-Founder & CMO, Cashify, said, “Trust in refurbished technology begins with honesty. In how we source, repair, and present every device. Refurbia is our way of making that honesty visible. It’s not just a campaign. It’s an open window into the world of renewal, where technology meets craftsmanship, and circularity meets creativity. Every device that gets a second life challenges the notion that progress only means new. Talking of progress, I'm really excited to see how our entire marketing team, across content, design, and social media, is embracing Gen AI tools like Nano Banana, ChatGPT, and Google Veo to bring this vision to life in more innovative and impactful ways. With Refurbia, we wanted to shift the conversation and reimagine what 'new' truly means.”
The campaign uses AI-generated visuals and storytelling to explain the refurbishment process in an accessible way, connecting technology with human effort. It aims to encourage trust in refurbished products and emphasise Cashify’s contribution to sustainability and the circular economy.
