Protean launches the next phase of ‘Apni Kahaani Ka Hero’

Protean eGov Technologies Ltd. has unveiled the next phase of its brand journey, expanding the people-first Digital Public Infrastructure (DPI) narrative introduced last year through its digital brand film 'Apni Kahaani Ka Hero'. The new phase reinforces the idea that from everyday digital moments to key life milestones, Protean is present for every Indian, every day.

The campaign seeks to humanise the role of DPI by shifting attention away from platforms and systems to the people whose lives are quietly enabled by them. Building on last year’s effort that established what Protean is, this phase focuses on a more personal question—what Protean does for individuals—positioning technology as an invisible but constant enabler of progress.

Actor Pankaj Tripathi anchors the creative narrative, with his journey serving as a metaphor for millions of Indians whose everyday progress is supported by digital rails operating in the background. The storytelling frames individuals as the heroes of their own life stories, enabled by systems they rarely see but consistently rely on.

While the previous phase centred on brand purpose, this phase is designed to drive scale, visibility and recall. The campaign follows a digital-first approach, rolling out the brand film and static creatives across platforms including YouTube, Meta, connected television, premium news environments, and social and discovery channels. The media strategy is aimed at reaching policymakers, enterprise leaders and institutional stakeholders, particularly across B2G and B2B segments.

To strengthen mass awareness, Protean is also launching a high-visibility out-of-home (OOH) campaign in Mumbai. The city has been selected to build on earlier outreach efforts, given its role as India’s financial and regulatory hub and its concentration of corporate and institutional decision-makers.

The OOH deployment will run for two months across 60 buses, including 10 AC double-decker buses and 20 Olectra AC buses operated by BEST, along with 30 Cityflo buses. This ensures sustained, high-frequency visibility across one of Mumbai’s most widely used public transport networks.

Through this next phase of Apni Kahaani Ka Hero, Protean continues to build its long-term brand narrative—positioning itself not just as a leader in Digital Public Infrastructure, but as a quiet, dependable presence enabling India’s digital progress, one life story at a time