L&K Saatchi & Saatchi’s Rajkumar Rao Campaign for Cashify Strikes a Chord

Cashify, India's largest omnichannel platform for buying and selling electronic devices, especially smartphones, launches an exciting new campaign with its talented brand ambassador Rajkummar Rao. Renowned as a platform for selling old devices, Cashify is now looking at amplifying the message that refurbished smartphones offer a smart, budget-friendly way to upgrade to one's dream phone.

Leveraging the creative prowess of L&K Saatchi & Saatchi's Gurugram team, Cashify is set to kickstart this campaign, seamlessly blending its commitment to sustainable tech solutions with the star power of Rajkummar Rao.

This dynamic two-film campaign is crafted to entertain and captivate today’s tech-savvy youth, especially those who are keen on upgrading to a premium smartphone. The campaign subtly conveys a compelling message, highlighting refurbished phones as a smart solution to fulfil their tech dreams.

Commenting on the films, Rohit Malkani, Jt. National Creative Director of L&K Saatchi & Saatchi, said, “From winning the project in a tightly-contested pitch to the finished films, this has been one heck of a ride. Half the job is done when you have an amazing actor who delivers a nuanced performance. Working with RKR has been a thoroughly enjoyable experience and the results are there for all to see. We have crafted two humorous and flamboyant films that focus on the benefits in a memorable and quirky way.”

Nakul Kumar, Co-Founder and Chief Marketing Officer, Cashify, added, “As we extend our collaboration with the talented Rajkummar Rao, we're on a mission to make technology more accessible, budget-friendly as well as sustainable. We’re envisioning a future where good tech is not just a dream for people but an accessible luxury for all. By promoting refurbished smartphones as a smart upgrade choice, we're offering a bridge between dreams and reality. Moreover, the significant role refurbished smartphones play in reducing e-waste perfectly aligns with our mission to build a more responsible and eco-friendly tech landscape."

The campaign will be rolled out across TV and digital platforms, positioning Cashify as the brand that enables the best smart-technology buying experience.

Team Credits:

CEO: Paritosh Srivastava

Chief Strategy Officer: Snehasis Bose

Jt National Creative Director: Rohit Malkani

Executive Vice President: Hindol Purkayastha

Sr. Vice President: Amitabh Sreedharan Creative:

Creative Director: Vikas Gaur

Senior Copywriter: Mohamed Jeelani

Planning:

Brand Strategy Partner: Shadman Alvi

Account Management:

Associate Vice President: Benny Thomas

Associate Brand Director: Guneet Lamba

Head of Films Department: Jignesh Maru

Agency Producer: Rahebar Sonawalla

Production:

Content Factory Director: Arjuna Gaur

Executive Producer: Meesam Raza

Producer: Siddharth Singh