PhonePe creates intrigue with a cryptic equation for its anniversary campaign

As PhonePe turned 5, the platform created chatter and excitement by posting a mathematical equation on Twitter to decipher a coded, hidden message for the brands and the users.

FinTech brand PhonePe, kick-started it's Saturday with a puzzling equation in their tweet - creating curiosity amongst consumers and brands alike. As Twitterati put their heads together to decrypt the equation, PhonePe witnessed ample engagement and buzz. 

Keeping the mystery alive, several brands and users participated, creating a conversation chain. 

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Over 30 Indian brands participated, solving the equation (the answer to the question being 5) in line with the brand’s fifth anniversary. 

Continuing the camaraderie, brands then wished the FinTech app a happy birthday in their signature style. This included names such as Flipkart, Razorpay,  Myntra, Gaana, Mobile Premier League, Britannia Industries, Cult.fit, Bombay Shaving Company, Hungama Play, FanCode, Flipkart Video, EatSure, Dreams11, HCL Concerts, Sunfeast Caker, RedBus, Glance, Faasos, Sunfeast Dark Fantasy, MakeMyTrip, WakeFit, TravelXP, AbhiBus, Great Learning, Delhi Capitals, Chennai Super Kings, Mumbai Indians & Royal Challengers Bangalore.

Leveraging curiosity, PhonePe thus announced its birthday. With various brands chiming in, the reach of the campaign also witnessed a spurt. 

Along with the activation, the brand created a video capturing inspiring stories of progress which was narrated by the versatile Piyush Mishra. Sharing nostalgic anecdotes, the brand beautifully brings out the role of users in a fulfilling brand journey with their ‘Karte Ja, Badhte Ja’ proposition.

In collaboration with TerriblyTinyTales, PhonePe further extended the initiative while urging users to narrate their progress stories with a contest. To participate, people need to use the hashtag - #PhonePeTurns5 and tag PhonePe, with winners standing a chance to win an iPhone 12.

UPI apps, while on a growth streak, witnessed further impetus during the pandemic. As digital payments become the norm of the day, PhonePe’s campaign not only celebrates its fifth anniversary but also manages to create recall for digital payments.