Cashify's campaign ‘Phone Wala Shagun’ rewrites the resale norms in India

Cashify is one of India’s leading e-commerce platforms for buying and selling used smartphones. It has recently launched its latest campaign, ‘Phone Wala Shagun’, which focuses on unlocking the business potential of India’s idle smartphone inventory. The campaign takes a hilarious yet strategic turn on the traditional wedding gifting of cash, by replacing it with a far more valuable item in today’s digital-first world: old smartphones.

An unusual, imaginary twist shows people using old phones instead of cash, until Cashify steps in as the smarter, rightful solution.

The ad will go live across Instagram, YouTube Shorts, and Meta. The campaign is designed to drive new user growth, trigger first-time resale behaviour, and embed the idea of resale into India’s cultural fabric — all ahead of the high-upgrade festive season.

The Campaign Storytelling

The campaign is a short film set in a vibrant Indian wedding, where the dulha is seen arriving with a garland of old phones instead of cash on his neck, as the guests gift him used phones in place of the traditional lifafa (cover).

What follows is chaos, laughter, and one simple, happy realisation that old phones aren’t junk, they’re uncashed currency.

You can watch the ad here:

Talking about the campaign

Nakul Kumar, co-founder & 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, the Brand

With the ‘Phone Wala Shagun’ campaign, Cashify evolves from a resale platform to a circular living brand that combines speed and trust with relevance and relatable storytelling. After the success of the ‘Lie Hard’ campaign, Cashify’s satirical content IP marks the beginning of a long-term brand play where cultural relevance drives recall and trust.

Cashify aims to keep the concept alive with authenticity, cultural nuance, and humour. Phone resale is a tricky category. With this campaign, now the audience is questioning: —what if, instead of cash, we started gifting old phones?

With such an ideology, the brand is seen having fun while solving a real problem.

Cashify is playing with empathy, value, and effortless experience cards for the crowded, unorganised second-hand tech market. While Clasify ecommerce promises fast payments, doorstep pickup, and total data safety, it truly sets itself apart by shifting mindsets—by making resale socially relevant, culturally integrated, universally accepted, and even trendy.

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