MAM
L&K Saatchi & Saatchi’s latest campaign for Cashify featuring Rajkummar Rao strikes a chord
Mumbai: 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, L&K Saatchi & Saatchi jt. National creative director Rohit Malkani 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.”
Cashify co-founder & CMO Nakul Kumar 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.
Brands
UP govt, HGS unit to skill one lakh youth in digital push
MoU targets jobs, training and future ready talent across state
MUMBAI: Government of Uttar Pradesh has joined hands with OneOTT Intertainment Limited, the broadband arm of Hinduja Global Solutions, to train one lakh youth, signalling a fresh push towards jobs in the digital economy.
The memorandum of understanding, signed with the Employment Department Uttar Pradesh, aims to bridge the gap between skills and industry needs while opening up employment pathways for young people across the state.
The agreement was formalised by principal secretary, labour and employment, M. K. Shanmugha Sundaram and whole-time director, Hinduja Global Solutions and MD and CEO, OneOTT Intertainment Limited, Vynsley Fernandes, in the presence of labour minister Anil Rajbhar.
Under the partnership, OneOTT Intertainment Limited will roll out training programmes, workshops and knowledge-sharing platforms designed to equip youth with skills aligned to a rapidly digitising economy. The initiative will also include research inputs, technical guidance and policy-level support to ensure effective execution.
Principal secretary, labour and employment, M. K. Shanmugha Sundaram, said, “This collaboration will help align skill development programmes with actual industry needs and prepare the youth of Uttar Pradesh for emerging opportunities in the digital services sector.”
Hinduja Global Solutions whole-time director, and OneOTT Intertainment Limited MD and CEO Vynsley Fernandes said, “India’s progress is closely linked to strengthening the capabilities of its young workforce. At HGS, we see skills evolving alongside technology, and partnerships like this help build a stronger digital ecosystem.”
The state government will facilitate coordination across departments and institutions, ensuring the programmes reach the right audiences and deliver measurable outcomes.
As digital infrastructure expands and technology reshapes job markets, initiatives like this are positioning skill development not just as training, but as a gateway to opportunity for the next generation.
