Hello Friends, Imagine attending a wedding where the groom walks in with a garland of old smartphones instead of cash, and instead of gifting envelopes filled with money, guests bring their unused phones. Sounds funny, right? But this is exactly what Cashify’s new campaign ‘Phone Wala Shagun’ is all about.
Let’s dive deeper into this unique and creative campaign that’s changing how we look at old smartphones.
What is ‘Phone Wala Shagun’?
Cashify, the well-known e-commerce platform for buying and selling used smartphones, recently launched a new campaign called ‘Phone Wala Shagun’. This campaign brings a fresh twist to Indian wedding traditions by replacing the conventional wedding cash (shagun) with idle smartphones.
The campaign is currently live across platforms like Instagram, YouTube Shorts, and Meta (Facebook). Its goal? To encourage people to start thinking of old phones as valuable assets rather than junk.
Why This Campaign Matters
In India, over 300 million people are eligible for smartphone upgrades every year. However, most of these people just stash away their old phones in drawers. These unused devices are either forgotten or kept as “backups.” This behavior, known as behavioral inertia, is what Cashify is trying to change.
According to the brand, the core idea of the campaign is to reframe how people view old phones. Instead of looking at them as outdated or useless, we should see them as a form of uncashed currency.
Highlights of the Campaign
At the heart of this campaign is a funny yet insightful short film set in an Indian wedding. The groom arrives wearing a garland made of old smartphones, and guests bring old phones instead of envelopes of cash. This visual immediately captures attention and delivers a strong message — old phones still hold value.
Here’s what makes the campaign stand out:
| Feature | Description |
|---|---|
| Campaign Name | Phone Wala Shagun |
| Platform | Instagram, YouTube Shorts, Meta |
| Target Audience | Gen Z, Millennials, First-time phone resellers |
| Message | Old phones are not junk – they’re hidden value |
| Main Visual | Groom with phone garland, guests gifting used phones |
| Content Studio Partner | Dhindora Media |
Quotes That Sum It Up
Nakul Kumar, Co-founder & CMO of Cashify, shared:
“India doesn’t have a resale problem. It has a mindset problem. With this campaign, we’re reframing how people see value. Resale should be reflexive, not reactive.”
Jai Sahni of Dhindora Media, the studio behind the film, said:
“Weddings are full of cash exchanges. What if, instead of cash, people started gifting their old phones? That quirky idea became the spark for this film.”
The Bigger Vision Behind ‘Phone Wala Shagun’
Cashify isn’t just running a fun campaign — they are working towards building a “circular living brand.” This means encouraging people to reuse, recycle, and resell instead of letting gadgets go to waste.
The campaign follows the success of Cashify’s earlier content hit ‘Lie Hard’, which was a satirical take on consumer behavior. With ‘Phone Wala Shagun’, they are further embedding resale culture into India’s everyday lifestyle.
Final Thoughts
Hello Friends,
The ‘Phone Wala Shagun’ campaign is a creative and much-needed reminder that resale is smart, not silly. Especially in a country like India, where traditions matter, combining cultural values with modern digital habits is a brilliant move.
So next time you attend a wedding, think about it — instead of an envelope, maybe that old phone lying in your drawer could make a meaningful gift!
Have an old phone? Don’t let it gather dust. Cashify it!