Cashify, the e-commerce platform to buy and sell used smartphones, has launched its latest campaign, 鈥楶hone Wala Shagun鈥.
Talking about the campaign, Nakul Kumar, Co-founder & CMO of Cashify, said: 鈥淚ndia doesn鈥檛 have a resale problem. It has a mindset problem. People don鈥檛 think of old phones as assets. With this campaign, we鈥檙e not just flipping a cultural tradition, we鈥檙e reframing how people see value. Our long-term vision is to embed resale into everyday decision-making. Resale shouldn鈥檛 be reactive, it should be reflexive. A default part of the digital ownership journey. This campaign is the first step in making that shift mainstream.鈥
Added Jai Sahni of Dhindora Media: 鈥淐racking this idea was no easy feat. Phone resale is a tricky category. It doesn鈥檛 naturally lend itself to everyday, relatable moments. We kept digging until a simple, quirky thought clicked: weddings are full of cash exchanges鈥 what if, instead of cash, people started gifting their old phones? That became the spark for this film. It was a joy collaborating with the team at Cashify to bring this idea to life, right from scripting to execution. Always exciting when a brand is willing to have fun while solving a real problem.鈥