Blending tradition with tech, Cashify replaces wedding cash with old phones to spark conversations on the hidden value of unused smartphones
New Delhi, June 2025:Cashify, India’s leading platform for buying and selling used smartphones, has launched a witty and culturally rooted campaign titled ‘Phone Wala Shagun’. The campaign playfully disrupts traditional wedding norms by swapping bundles of cash with old phones, cleverly reframing them as a hidden currency in the digital age.
Live across Instagram, YouTube Shorts, and Meta platforms, the campaign is designed to nudge first-time sellers, drive new user growth, and embed the habit of resale into India’s cultural consciousness, especially ahead of the high-upgrade festive season.
Set against the backdrop of a colourful Indian wedding, the campaign’s hero film features a groom wearing a garland of old phones and guests gifting their used devices in place of cash envelopes. The chaos that ensues ends with one powerful message: old phones aren’t junk—they’re uncashed currency.
> “India doesn’t have a resale problem—it has a mindset problem,” said Nakul Kumar, Co-founder & CMO, Cashify. “With ‘Phone Wala Shagun’, we’re not just flipping a tradition; we’re shifting how people perceive value. Resale should be reflexive, not reactive. Our vision is to make resale a default part of the digital ownership journey.”
To bring the idea to life, Cashify collaborated with Dhindora Media, a content and creator-led studio known for its cultural resonance and Gen Z relevance.
> “Cracking this campaign wasn’t easy,” said Jai Sahni, Co-founder of Dhindora Media. “Resale doesn’t naturally fit into everyday moments. But when we thought of weddings—so rich with cash exchanges—the idea clicked. Instead of money, what if people gifted old phones? That one twist sparked the film.”
The campaign follows the success of ‘Lie Hard’, Cashify’s satirical content IP, and marks a significant evolution in the brand’s journey—from a resale utility to a circular living brand that thrives on empathy, relevance, and storytelling.
With over 300 million upgrade-eligible smartphone users in India and millions of unused devices lying idle, ‘Phone Wala Shagun’ tackles behavioural inertia with humour and cultural insight. It signals a strategic brand shift to redefine resale as smart, modern, and socially relevant.
About Cashify:Founded in 2013, Cashify is India’s largest and most trusted re-commerce platform for buying, selling, and repairing used electronic devices. With services available online and across 200+ physical stores, Cashify offers instant payments, doorstep pickup, and guaranteed data safety. Official trade-in partner for major global tech brands, Cashify enables millions of Indians to unlock value from old gadgets—making technology more accessible and affordable for all.
