Fonepay — Ammamama Campaign

Overview

Fonepay is Nepal's leading QR-based digital payment platform, needed to grow brand awareness beyond its existing user base and connect with a broader everyday audience. The challenge was to make a fintech brand feel warm, approachable and worth talking about in a category that typically communicates through features and functionality. I developed a humour-led, audience-participation brand campaign rooted in a distinctly Nepali comedic sensibility, warm, playful and culturally grounded. The campaign invited audiences in rather than talking at them, using giveaways and participatory mechanics to make engagement feel like entertainment rather than advertising. I led the full concept development, directed video production and managed the client approval process throughout.