Oct 01: PhonePe has unveiled its 10-year anniversary anthem film celebrating a decade of driving digital transformation and unlocking progress for over 70 crore registered users across the country.

The campaign uses innovative data representation to express gratitude to the consumers who built the brand's 10-year journey. The film features Shahu Supreme, holder of the Indian record for speaking 494 words per minute. In the film, Shahu takes on the challenge of calling out real PhonePe users by name at his maximum speed — demonstrating that even at his record pace, it would take 980 consecutive days to name all 70 crore users.

The creative thought process shifts the narrative away from a conventional milestone celebration to a consumer-centric tribute. By showcasing the scale of 70 crore users through a deeply human lens, the film highlights how everyday micro-moments, from a user's first contactless transaction to growing a small business, have collectively powered the nation's digital growth story over the last decade.

Speaking on the campaign, Amit Doshi, Group Chief Marketing Officer, PhonePe, said,

"Over the last decade, PhonePe's journey has been intrinsically linked with the everyday progress of millions of Indians. With this brand film, beyond marking a 10-year milestone, our primary intent was an expression of gratitude toward our customers. By attempting the near-impossible task of thanking our users by name, we are honoring the individuals across Bharat who have powered this decade of progress with us."

The campaign was conceptualized in partnership with Ogilvy.

Speaking on the creative vision, Akshay Seth, Senior Executive Creative Director, Ogilvy Mumbai said,

“70 crore in 10 years is an extraordinary number, but numbers tell us only one side of the story. We wanted to make this milestone about the people behind the number. Sometimes double tapping on such rich data gives the best creative device and disruption. We got the record holder for being the fastest speaker and put him to the test by getting him to try and name every PhonePe user.”

The month-long campaign is led by PhonePe’s official Instagram handle, further amplified across their YouTube, X, and LinkedIn channels.