PhonePe Wealth Pushes Mutual Funds With ‘Mutual Funds bhi, ab PhonePe’ Campaign

PhonePe Wealth has rolled out a new digital marketing campaign titled “Mutual Funds bhi, ab PhonePe”, aiming to position the platform as an accessible entry point for India’s growing base of first-time investors. The campaign introduces users to PhonePe Wealth’s proprietary CRISP fund selection methodology while also promoting a new Daily SIP feature that allows investments starting at just ₹10.

The campaign is built around a common behavioural insight shaping India’s investing landscape today: while millions of young consumers are comfortable with digital payments, many remain hesitant when it comes to financial investing. Potential investors often feel they need a deep understanding of financial markets before they begin. As a result, they find themselves caught between the fear of missing out on wealth creation opportunities and the fear of making the wrong financial decision.

PhonePe Wealth’s campaign positions its CRISP methodology as a solution to this confidence gap. CRISP — which stands for Consistency, Risk and Investment Style of Portfolio — analyses mutual funds across categories and filters them based on structured evaluation parameters. Instead of forcing users to sift through hundreds of funds, the system highlights “CRISP Top Picks”, simplifying the decision-making process for investors who may not have prior expertise in financial products.

Alongside fund discovery, the campaign also focuses on lowering the barrier to entry through the platform’s Daily SIP feature. The tool allows users to start investing with amounts as small as ₹10, roughly comparable to the price of a cutting chai. Through an automated autopay setup, the feature encourages users to invest small amounts daily, building disciplined investing habits while gradually accumulating wealth over time.

According to Nilesh Naik, Head of Investment Products at Share.Market (PhonePe Wealth), the campaign reflects a broader shift underway in the investment distribution ecosystem.

“The next phase of growth in the wealth products distribution space will be driven by platforms that combine intelligent insights and robust product design with seamless digital access. With ‘Mutual Funds bhi, ab PhonePe’, we are strengthening PhonePe Wealth’s position as a destination for investors who are already comfortable transacting digitally. Our CRISP methodology brings a structured approach to fund evaluation, while features like Daily SIP make investing easy to adopt as a regular habit,” Naik said.

To communicate the message in a more relatable format, the campaign uses two ad films that rely on humour and culturally familiar storytelling. One film is set in a traditional akhada (wrestling arena), while the other unfolds backstage during a folklore performance. Featuring pehelwans and theatre performers, the ads use everyday scenarios to show how investors can move from confusion to clarity with the help of PhonePe Wealth’s tools.

Vinay Chaudhary, Head of Marketing at PhonePe Wealth, said the creative approach was designed to make investing feel less intimidating.

“With this campaign, we wanted to meet audiences in familiar and relatable settings. Investing is often seen as complex because of the jargon around it. Through humor and everyday cultural contexts, the films highlight that getting started with mutual funds can be easy. By combining helpful insights with simplified investing workflows, we aim to make getting started feel more approachable for first-time investors,” Chaudhary said.

The campaign targets emerging investors across several states including Maharashtra, Uttar Pradesh, Bihar, Karnataka, Andhra Pradesh, Telangana, Haryana, NCR, Madhya Pradesh, Rajasthan and West Bengal. To ensure wider cultural resonance, the ads will be released in multiple languages including Hinglish, Marathi, Gujarati, Telugu, Kannada, Bengali and Tamil.

From a media strategy perspective, PhonePe Wealth is backing the campaign with a 360-degree amplification plan. The rollout includes visibility during the Cricket World Cup along with television placements and a large digital push across platforms such as Hotstar, YouTube and Meta. The campaign will run for approximately 10 weeks.

The initiative highlights how fintech platforms are increasingly trying to move beyond payments into long-term financial products. As digital payment apps reach mass adoption across India, the next growth frontier lies in converting these users into investors. By simplifying fund discovery and lowering entry barriers, campaigns like this attempt to reposition investing as a routine digital habit rather than a specialised financial activity.