PhonePe has announced the appointment of Umma Saini as Director – Creative & Content, a move that marks a significant milestone in her accomplished career in advertising and creative leadership. With over 15 years of experience at leading organizations including Google, BBDO India, Ogilvy & Mather, and Schbang, Umma has established herself as one of India’s most influential creative voices. Her pioneering contributions include becoming the first Indian woman to hold her own stage at Cannes Lions, spearheading India’s first Gold Glass Lion wins, and leading the acclaimed Ariel #ShareTheLoad campaign, which became a benchmark for culturally resonant and socially impactful communication.
Before joining PhonePe, Umma served as Chief Creative Officer at Schbang, where she was instrumental in driving brand transformation and elevating creative excellence across diverse industries. Her tenure at Google deepened her expertise in fusing technology with creativity, resulting in campaigns that were not only innovative but also recognized globally. Over the years, her work has consistently earned top honors at Cannes Lions, D&AD, Effies, and Spikes, showcasing her ability to deliver breakthrough ideas that resonate with audiences.
At PhonePe, Umma is set to play a pivotal role in shaping the company’s creative and content strategy. She will focus on crafting compelling narratives that strengthen PhonePe’s positioning as a trusted, customer-first digital payments leader. Leveraging her deep cultural insights and passion for purpose-driven communication, she aims to push creative boundaries and drive impactful storytelling that connects with India’s diverse consumer base.
This appointment signals PhonePe’s commitment to investing in top-tier creative leadership to differentiate itself in India’s competitive fintech ecosystem. With Umma’s proven ability to merge creativity, culture, and technology, the company is poised to amplify its brand voice and engage customers through fresh, meaningful campaigns.
