REcommerce marketplace Cashify launched its first TVC with actor Rajkummar Rao as brand ambassador.
“Since Cashify began its journey in 2013, its vision has been to conquer India’s $ 4 billion used smartphone industry by making selling old gadgets a simple business by helping customers discover prices and to have money on hand. Conceptualized and executed by the in-house team and MotifGlobal, the 30-second creative uses humor, wit, and clear messaging, educating potential and existing customers about the ease and convenience of selling vintage cellphones or phones. ‘opportunity using Cashify for instant cash and free home pickup,’ the company said.
The campaign includes two films. The first film opens with a conversation between two brothers, one being stuck in a real situation, struggling to get the loan back. This is when Cashify comes into the story as a solution highlighting various value propositions for users including: trust, convenience, maximum value, security and hassle free, free pickup, and instant payment.
In the second commercial, the protagonist asks the audience if they are considering buying a new phone and what to do with their old phone. We all have this temptation to buy a new smartphone. And selling the old phone to help fund the new purchase is always a great option. But the question is, how do you get the best resale value for your phone? The protagonist explains step by step how Cashify simplifies the process of managing your devices by helping you discover prices, cash on hand and other features in a streamlined and efficient way.
Earlier this month, the company announced that it had chosen Rajkummar Rao as its first brand ambassador to promote its products and services on offline and online media. The company will launch this campaign on TV, billboard, radio and social media channels over the next few months, making it a 360-degree campaign.
Commenting on the campaign announcement, Puneet Arora, Head of Content Strategy at Cashify, said: “As the country was stranded for months, the need for a smartphone with internet connectivity and application support has become a necessity. Whether it’s pursuing a job or studying, digital has become the new normal. From online classes to working from home, Indians could not do without a gadget in hand. And for those who couldn’t walk into a showroom and grab a new smartphone, the refurbished devices were a sigh of relief. With this campaign, we try to reiterate how Cashify makes selling or buying phones hassle-free. We are on our goal to transform the way people sell their old gadgets online. We are confident that this campaign will find resonance and preference among its audience and reach many more consumers and strengthen our positioning to be the most trusted re-commerce partner. in India. Rajkumar as a brand ambassador is a strong face of our brand philosophy. We look forward to a multi-year engagement with him.
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