Cashify reimagines wedding traditions with ‘Phone Wala Shagun' campaign

Time of India

26-06-2025

Cashify
, India's e-commerce platform to buy and sell
used smartphones
, has launched its latest campaign, '
Phone Wala Shagun
', which focuses on unlocking the business potential of India's idle smartphone inventory.
The campaign takes a humorous yet strategic turn on the traditional wedding cash, replacing it with something far more valuable in today's digital-first world: old smartphones.
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.
India has over 300 million users eligible for smartphone upgrades yearly, yet millions of old devices lie unused — kept as 'backups' or forgotten. Phone Wala Shagun addresses this behavioural inertia and nudges consumers toward a more innovative, value-driven alternative.
At the heart of the campaign is a short film set in a vibrant Indian wedding, where the dulha arrives wearing a garland of old phones instead of cash, and guests gift used phones in place of the traditional lifafa. What follows is chaos, laughter, and one simple realisation that old phones aren't junk, they're uncashed currency.
Nakul Kumar, co-founder and chief managing officer of Cashify, said, '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.'
To bring the concept alive with authenticity, cultural nuance, and humour, Cashify onboarded
Dhindora Media
, a content and creator-led storytelling studio known for building relatable narratives for
Gen Z
and
millennial audiences
.
Jai Sahni of Dhindora Media shared, '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.'
The 'Phone Wala Shagun' campaign signals Cashify's evolution from a resale platform to a
circular living brand
that combines speed and trust with relevance and storytelling, the company stated in a press release.
Phone Wala Shagun marks the beginning of a long-term cultural storytelling platform that Cashify will roll out through 2025, it added.
Watch the video here: