PhonePe’s Daddu is in love with UPI!

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PhonePe’s recent brand campaign featuring Aamir Khan shows the perfectionist of Bollywood as an adorable grandpa (Daddu) talking through the benefits of UPI. Daddu with his grandson Gublu, a curly haired boy, is having the time of his life, all with the help of UPI.

Journeying from the horrors of standing in the long bill-payment lines to the convenience of UPI, that enables bank to bank transactions, the campaign conveys the brand message in 30-seconds nuggets of entertainment.


PhonePe initiated the campaign by creating curiosity with #DadduComingSoon, portraying Gublu who always has some mischief up his sleeve, only to be outsmarted by Daddu and the trusted app on phone.

With quality engagement around #DadduComingSoon, the brand went on to reveal the stellar actor and artist, Aamir Khan, in an all new avatar. From taking a ride on the roller coaster to playing a game of cricket on the turf – Daddu pays for all needs, big and small through his PhonePe app.

Daddu a.k.a Aamir Khan’s quirks and gestures as a cute grandpa manage to create a chuckle some impact. The brand has managed to leverage Aamir Khan’s versatility as an actor and capability of pulling of quirky characters and avatars with ease.   

In short yet communicative videos, the campaign manages to convey the essence of the brand as trustworthy and convenient, highlighting the key features of UPI – like safety through a UPI PIN, and quick transactions through PhonePe. Establishing PhonePe as “The One App for all Your Needs” because of multiple apps of different utility integrated inside the app, online and offline acceptability across merchants and bill payments and recharge facility, the campaign is well chalked out.   

With PhonePe being an official co-presenting sponsor for the television broadcast of VIVO IPL 2019, the brand has picked the right timing to create mass awareness around the convenience of UPI. Further, with strong characters such as Daddu and Gublu, the campaign manages to create a long lasting impact. Also, to carry forward the buzz and engagement created with their Daddu and Gublu, brand is giving a chance to win a trip to watch Team India play in England this summer, if someone makes a UPI transaction on PhonePe app during T20 Season.