PhonePe, one of India’s leading fintech giants, has roped in Umma Saini as its new Director – Creative & Content, marking a significant addition to its leadership team. Saini, who most recently served as Chief Creative Officer (CCO) at Schbang, steps into her new role with over 15 years of diverse experience spanning global agencies and top technology companies.
A Stalwart in the Creative Industry
With a career that has taken her across India and Singapore, Saini has worked with some of the most prestigious names in advertising and branding. Her journey includes stints at Ogilvy & Mather, Saints & Warriors, BBDO India, BBDO Singapore, and Google, where she spearheaded brand and creative initiatives in India. At Schbang, she spent nearly two years shaping the agency’s creative vision before moving to PhonePe.
Her creative brilliance has earned global recognition, with accolades from some of the world’s most respected award platforms, including the Cannes Lions, One Show, D&AD, The New York Festival, ADFEST, Spikes Asia, and Effies. These achievements underline her ability to deliver impactful storytelling and innovative brand campaigns that resonate across markets.
Strengthening PhonePe’s Creative Edge
In her new role at PhonePe, Saini is expected to drive the company’s storytelling, brand identity, and content strategy to new heights. As fintech brands continue to evolve beyond transactions into lifestyle ecosystems, PhonePe’s move to bring in a seasoned creative leader highlights its commitment to building stronger consumer engagement through innovative content.
Speaking about her transition, industry insiders note that her experience across traditional advertising powerhouses and digital-first platforms uniquely positions her to bridge creativity with data-driven strategy—an essential combination in the competitive fintech landscape.
A Defining Move for PhonePe’s Growth
PhonePe has rapidly grown into one of India’s most trusted digital payment platforms, with a user base that continues to expand year after year. By onboarding Saini, the brand aims to reinforce its emotional connection with users while continuing to innovate in fintech storytelling.
With her proven expertise in shaping narratives for both global and Indian audiences, Umma Saini’s appointment signals a new era of creative excellence at PhonePe. As she takes charge of the brand’s creative direction, industry watchers anticipate campaigns that will not only strengthen PhonePe’s market leadership but also redefine how fintech brands connect with consumers.
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