Ad Campaigns
82.5 Communications helps bring alive PhonePe SmartSpeaker
Mumbai: PhonePe has just redefined real-time voice payment alerts, with the launch of a first-of-its-kind celebrity voice feature on its SmartSpeakers in collaboration with Indian actor, Amitabh Bachchan. Instead of the automated payment confirmation message while shopping, shoppers and merchants will now hear the treasured voice of Bachchan. Part of PhonePe’s Golden Voice Project, this is an innovation that is set to delight every Indian.
Bringing this idea to life is 82.5 Communications, an advertising agency that is known for its ‘Ingenious Indian Ideas’. The 82.5 team recognized the transformative power of Bachchan’s voice and set out with one goal in mind – to ensure that the iconic intonation, baritone and style of Bachchan reaches every Indian through the SmartSpeaker. To do so, the team delved deep into the charming personality and various nuances of Bachchan. And then worked extensively with the man himself, collaborating with him to deliver the unique messages in his unmistakable style
Commenting on the 82.5 x PhonePe collaboration for the Golden Voice project, PhonePe brand marketing & director Ramesh Srinivasan said, “The intent was to change the way merchants get their payment alerts, reminders and other notifications. We are glad to have 82.5 Communications partner with us on this. They were able to lend their ingenious touch to the existing prompts and turn it into something magical, in a manner that every merchant and customer shall now feel and hear Mr. Bachchan’s presence in every part of the country.”
82.5 Communications COO Mayur Varma said, “PhonePe SmartSpeakers speaking in electronic voices were going to get a massive voice upgrade. Big B was bringing in his baritone, and we got the opportunity to set the tone of voice that was uniquely PhonePe. Henceforth, there will be a clear distinction between PhonePe SmartSpeakers and the ‘rest of them’.”
82.5 Communications – South executive VP & branch head Naveen Sharma said, “This is a cracker of a collaboration. What a lovely way to be present in every nook and corner of the country and interact with the consumer day in and day out, that too through the most celebrated voice in the country. We at 82.5 Communications are thrilled to have partnered with PhonePe in creating this.”
82.5 Communications – South executive creative directors Sangeetha Sampath and Ravikumar Cherussola elaborated on the process, “We wanted every merchant and customer to truly feel Mr. Bachchan’s unique intonation and baritone. Just like every Indian, we are huge Big B fans too. And that is what set the goal for us to bring alive the iconic style of Mr. Bachchan to every Indian through the PhonePe SmartSpeaker.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
