PhonePe
Instagram Campaigns — Christmas, Valentine's Day & Liquid Fund
Client: PhonePe
Platform: Instagram
Campaigns: Christmas · Valentine's Day · Liquid Fund
Scope: Content Strategy & Campaign Execution
The Brief
To conceptualise and execute Instagram campaigns spanning occasion-led and product communications. Each campaign demanded a distinct creative approach — from harnessing the warmth of festive seasons to making a financial product feel approachable and compelling for a digital-first audience.
Campaign Execution
Three distinct Instagram campaigns were conceptualised and executed, each tailored to its unique objective — from driving seasonal engagement to communicating a financial product with clarity and creativity.
PhonePe — Christmas Campaign
The Christmas campaign was crafted to tap into the season's spirit of giving, celebration, and togetherness — positioning PhonePe as the seamless digital companion for the festive season's gifting, spending, and sharing moments.
- Festive-first creative concept aligning PhonePe with seasonal gifting
- Warm, celebratory visual language resonating with the holiday mood
- Messaging centred around ease of payments and digital generosity
- Instagram-optimised formats for maximum organic engagement
- Brand-consistent storytelling within PhonePe's visual identity
PhonePe Christmas Campaign — Instagram
PhonePe — Valentine's Day Campaign
Valentine's Day presented an opportunity to infuse warmth and romance into PhonePe's brand communication — connecting digital payments to the act of expressing love, whether through thoughtful gifts, shared experiences, or effortless splitting of bills.
- Romance-led creative narrative woven around digital convenience
- Relatable, couple-centric content with a light and playful tone
- PhonePe positioned as the love language of modern relationships
- Visually engaging Instagram content driving high shareability
- Emotionally resonant copy connecting brand purpose to the occasion
PhonePe Valentine's Day Campaign — Instagram
PhonePe — Liquid Fund Campaign
The Liquid Fund campaign required a distinctly different approach — communicating a financial product with clarity, trust, and accessibility. The challenge was to demystify the concept of liquid funds for a digital-first audience, making an investment product feel approachable and compelling on Instagram.
- Simplified financial communication breaking down complex concepts
- Trust-first creative strategy reinforcing PhonePe's credibility
- Educational yet engaging content making investing feel accessible
- Clean, confident visual language suited to a financial product
- Clear call-to-action driving awareness and product exploration
PhonePe Liquid Fund Campaign — Instagram
Campaign Impact
Key Deliverables
Creative & Content
- ✓ Occasion and product-led campaign conceptualisation
- ✓ Instagram creative design and production
- ✓ Copywriting and caption development
- ✓ Visual storytelling aligned to brand guidelines
- ✓ Platform-optimised content formats
Strategy & Execution
- ✓ Campaign strategy and creative direction
- ✓ Occasion-led and product-led content planning
- ✓ Instagram content scheduling and publishing
- ✓ Engagement monitoring and community management
- ✓ Cross-campaign consistency and brand voice maintenance
"From festive campaigns to financial products — versatile Instagram storytelling that connects PhonePe with its audience across every occasion and objective."
Let's Tell Your Brand Story
Kintzugi crafts social media campaigns that span occasions, products, and platforms — always rooted in strategy, always led by creativity.