Highlighting the Impact of Digital Public Infrastructure, Protean Partners with Pankaj Tripathi to Inspire Aspirations Across India
Mumbai, January 9: Protean eGov Technologies Limited, a pioneer in Digital Public Infrastructure (DPI) and citizen-centric e-governance solutions, has unveiled its latest brand campaign, ‘Apni Kahani Ka Hero,’ featuring celebrated actor Pankaj Tripathi. The campaign aims to showcase how DPI has transformed the lives of millions of Indians by empowering them to become the heroes of their own stories.
A Story of Empowerment
The 3-minute 50-second film, conceptualized by Ogilvy, draws inspiration from Pankaj Tripathi’s real-life journey, highlighting the aspirations and challenges of the common Indian citizen. Through heartfelt storytelling, the campaign showcases the transformative power of Protean’s digital solutions, including services like PAN Card, National Pension System (NPS), Vidyasaarathi scholarships, eKYC, and Open Network for Digital Commerce (ONDC).
Speaking about the campaign, Gaurav Ramdev, Chief Growth & Marketing Officer of Protean, said:
“DPI is empowerment of the nation and an enabler for billion aspirations. Our campaign celebrates the everyday heroism of citizens and their determination to overcome obstacles. Pankaj Tripathi, who embodies authenticity and resilience, was the perfect choice to narrate this story as both a customer and a brand ambassador.”
Pankaj Tripathi’s Perspective
Actor Pankaj Tripathi, known for his grounded and relatable persona, expressed his excitement about being part of the campaign:
“When I learned about DPI, I was amazed at its impact on our lives, often unnoticed. As a Protean customer myself, I am thrilled to contribute to this inspiring narrative.”
The Vision Behind the Campaign
Suresh Sethi, MD & CEO of Protean eGov Technologies, emphasized the broader mission of DPI:
“DPI bridges gaps in access, ensuring citizens in even the remotest corners of India have the same opportunities. Protean has been a leader in this space, driving socio-economic transformation through digital solutions. This campaign allows us to tell our story and highlight our impact on lives across India.”
Creative Collaboration
Sujoy Roy, Sr. Executive Creative Director at Ogilvy, added:
“Technology is a force for good, bridging gaps between essential services and the people who need them. This film beautifully portrays how Protean’s DPI solutions empower citizens with accessible and impactful services, driving inclusion and transformation.”
Kanika Bharadwaj, CEO of People As Brands (PAB), praised the synergy between Tripathi and Protean, stating:
“This collaboration reflects authenticity and innovation, creating a narrative that resonates deeply with the audience.”
Protean’s Continued Evolution
Following its rebranding from NSDL e-Gov to Protean, the company’s previous campaign, #ChangeIsGrowth, reintroduced its identity. This new campaign positions Protean as an essential digital partner for Indian masses, offering solutions that cater to diverse needs, from education and finance to lifestyle and philanthropy.
Conclusion
The ‘Apni Kahani Ka Hero’ campaign is a tribute to India’s 1.45 billion everyday heroes, showcasing how Protean’s digital solutions empower individuals to overcome challenges and achieve their dreams. With Pankaj Tripathi leading the narrative, the campaign is set to inspire millions and solidify Protean’s role as a leader in digital transformation and inclusion.
