Ogilvy India has launched a new campaign for PhonePe’s Mutual Funds business, using humour and culturally familiar storytelling to explain how the platform aims to simplify investing for a growing base of digital-first users in India.
PhonePe’s mutual fund offering combines expert support with its proprietary CRISP scorecard, a system that analyses and recommends funds to help investors identify suitable options. The platform has also introduced a Daily Mutual Funds SIP, which allows users to start investing with as little as ₹10 a day, encouraging disciplined and consistent investing.
To communicate this proposition, the campaign introduces the idea 'Meri Team Hai Na,' a phrase commonly used in everyday conversations to express reassurance and support.
The first film unfolds in a traditional akhada, where a wrestler celebrates winning a local competition. When advised to invest his winnings wisely, he confidently responds, Meri Team Hai Na.' The remark triggers a humorous imagination sequence where fellow wrestlers appear to be managing stock market trades. The misunderstanding is quickly clarified — the “team” refers to PhonePe’s experts who analyse and recommend funds using the platform’s CRISP scorecard, a system designed to simplify fund selection.
The second film takes place in the setting of a nukkad natak, where a performer receives a prize after a stage performance. A similar conversation about investing leads to the same phrase, 'Meri Team Hai Na.' Once again, the advisor imagines the performer’s troupe attempting to give financial advice before the reveal that the real support system is PhonePe’s financial experts and tools.
The campaign also includes two additional short films highlighting Daily Mutual Funds SIP, a feature that allows users to start investing with as little as ₹10 a day. In one execution, a disciplined wrestling leader demonstrates daily training routines to draw a parallel between physical discipline and consistent investing. Another film uses theatrical bear and bull masks to symbolise market fluctuations, reinforcing the idea that steady investing can help navigate volatility.
Through the campaign, PhonePe highlights its approach to making financial products easier to understand, using a mix of technology, expert insight and culturally familiar storytelling to communicate the concept of investing to a wider audience.
