Brands
PhonePe surpasses 600M users, expands its digital payment ecosystem
Mumbai: PhonePe has announced that it has crossed 600 million (60 crore) registered users on its platform, marking a significant milestone as the company approaches its 10 anniversary this year.
The digital payments and financial services provider attributes this achievement to its continuous innovation, enhanced service offerings, and a growing user base. By prioritising security, reliability, and speed in its payment system, PhonePe has strengthened customer trust and expanded its reach across India’s merchant network, fostering a comprehensive digital payments ecosystem for consumers and businesses alike.
PhonePe co-founder & CEO, Sameer Nigam stated, “Reaching 60 crore registered users is a proud moment for all of us at PhonePe. Every milestone brings us closer to realising our vision of building a truly inclusive financial ecosystem. We will continue developing homegrown solutions to meet the evolving needs of our users and support India’s digital transformation.”
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
