Umma Saini Joins PhonePe as Director of Creative and Content

PhonePe has appointed seasoned creative leader Umma Saini as Director of Creative and Content. With more than 18 years of experience in advertising, branding, and integrated campaigns, she is set to shape the fintech giant’s storytelling and content strategy in India.

A New Creative Chapter at PhonePe

PhonePe has strengthened its leadership team by appointing Umma Saini as Director of Creative and Content, effective August 2025. Known for her bold and impactful approach to advertising, Saini will play a central role in shaping PhonePe’s brand narrative at a time when fintech is increasingly becoming a part of everyday consumer life. Her appointment signals the company’s ambition to build stronger consumer engagement through emotionally resonant campaigns.

A Career Defined by Creative Excellence

Saini brings with her over 18 years of experience in creative leadership, integrated marketing, and brand storytelling. Before joining PhonePe, she served as Chief Creative Officer at Schbang where she led innovative campaigns that redefined content strategy for multiple brands. Her work at Schbang from 2023 to 2025 reflected her ability to blend creative vision with digital innovation.

Prior to this, she spent more than three years at Google India as Brand and Creative Lead, where she was instrumental in driving high-impact integrated campaigns that elevated Google’s presence in the country. Saini has also worked across global markets, including a stint as Creative Director at BBDO Singapore, following her leadership role at BBDO India where she rose to the position of Creative Group Head. Earlier in her career, she built her foundation at Ogilvy & Mather and Saints and Warriors, sharpening her craft in copywriting and campaign design.

The Campaigns That Made Her Stand Out

Over the years, Umma Saini has been the creative force behind some of the most memorable campaigns in Indian advertising. Among them is Ariel’s globally acclaimed #ShareTheLoad, which challenged gender stereotypes and sparked conversations beyond traditional advertising. Her work has earned international recognition at prestigious award platforms such as Cannes Lions, One Show, D&AD, Effies, and Spikes Asia, establishing her as one of the most celebrated creative leaders in the industry.

Building the Future of PhonePe’s Brand Story

At PhonePe, Saini’s role will involve steering creative strategy, shaping content innovation, and building campaigns that resonate with diverse audiences across India. With fintech brands increasingly needing to stand out in a competitive landscape, her expertise in blending cultural insight with compelling storytelling will be central to strengthening PhonePe’s positioning as a consumer-first brand.

Her track record of leading creative teams, managing integrated campaigns, and building narratives that inspire trust and connection is expected to fuel PhonePe’s next phase of growth. As digital payments continue to expand into Tier 2 and Tier 3 cities, Saini’s ability to create localized, culturally authentic storytelling will further enhance the brand’s reach.

A Vision for Creative Leadership

Umma Saini’s journey reflects the power of creativity in shaping brand identity and consumer trust. Her move to PhonePe underscores how fintech companies are investing in not just technology but also in narratives that inspire confidence and build lasting relationships. For PhonePe, this appointment comes at a time when the company is scaling new heights in the digital payments ecosystem and aiming to differentiate itself through meaningful brand engagement.

Follow Marketing Moves on Instagram and Facebook for more updates on leadership movements, brand strategies, and the campaigns shaping India’s marketing and advertising world.