Cashify Unveils New ‘Phone Wala Shagun’ Campaign

Cashify, India’s leading e-commerce platform for buying and selling used smartphones, has introduced a creative campaign titled ‘Phone Wala Shagun’. The initiative aims to change how people perceive their old devices by connecting smartphone resale to a familiar cultural moment — Indian weddings.

A Wedding Twist on Smartphone Resale

The ‘Phone Wala Shagun’ campaign humorously replaces the traditional exchange of money at weddings with old smartphones. The campaign’s core idea reimagines iconic wedding scenes — such as the groom adorned with a garland made of used phones and guests presenting old devices instead of cash-filled envelopes.

The concept not only entertains but also highlights that unused smartphones can be valuable assets, encouraging people to consider resale over letting devices sit idle in drawers.

Focus on Cultural Relevance and Mass Appeal

Launched ahead of India’s festive season, the campaign is currently live on Instagram, YouTube Shorts, and Meta platforms. The timing is strategic, designed to drive:

• First-time resale behaviour

• New user sign-ups on Cashify

• Stronger cultural association with smartphone resale

According to Cashify’s data, over 300 million users in India are eligible for smartphone upgrades each year. Yet, a large proportion of older devices remain unused. The ‘Phone Wala Shagun’ campaign seeks to change this by linking resale with positive cultural imagery.

Storytelling Through Short Film

At the heart of the campaign is a lighthearted short film set during an Indian wedding. The film humorously depicts guests and family members exchanging old smartphones as wedding gifts. The narrative ends with a reminder: old phones still hold value and can be converted into cash easily through Cashify.

The creative execution ensures that viewers see unused phones not as clutter but as an untapped source of financial worth.

Shifting Perceptions: From Reactive to Reflexive Resale

Speaking about the campaign, Nakul Kumar, Co-founder and CMO of Cashify, said:

“India doesn’t have a resale problem. It has a mindset problem. People don’t think of old phones as assets. With this campaign, we’re not just flipping a cultural tradition, we’re reframing how people see value. Our long-term vision is to embed resale into everyday decision-making. Resale shouldn’t be reactive, it should be reflexive — a default part of the digital ownership journey. This campaign is the first step in making that shift mainstream.”

Cashify aims to make smartphone resale a routine part of digital consumption, not just a last-minute decision when buying a new device.

Behind the Campaign: Dhindora Media’s Creative Touch

Cashify partnered with Dhindora Media, a content and storytelling agency, to develop and execute the campaign. Jai Sahni from Dhindora Media shared insights on how the idea came to life:

“Cracking this idea was no easy feat. Phone resale is a tricky category. It doesn’t naturally lend itself to everyday, relatable moments. We kept digging until a simple, quirky thought clicked: weddings are full of cash exchanges... what if, instead of cash, people started gifting their old phones? That became the spark for this film. It was a joy collaborating with the team at Cashify to bring this idea to life, right from scripting to execution. Always exciting when a brand is willing to have fun while solving a real problem.”

Building on Previous Initiatives

The ‘Phone Wala Shagun’ campaign follows Cashify’s earlier content efforts, such as Lie Hard, and represents the beginning of a broader strategy. The company plans to roll out more culturally relevant campaigns through 2025, integrating resale messaging into festivals and everyday situations.

Commitment to Convenience, Speed, and Data Safety

Beyond clever marketing, Cashify continues to focus on making smartphone resale easy and secure. The platform promises:

• Fast transactions

• Safe data erasure from old devices

• Hassle-free doorstep services

The company’s vision is to build a resale culture in India, where trading in old smartphones becomes second nature for digital consumers.