Protean has rolled out a campaign, Apni Kahaani Ka Hero (Hero of your own story), featuring actor Pankaj Tripathi.

Conceptualised by Ogilvy, the campaign comprises a film and introduces Tripathi as the brand ambassador. Taking inspiration from his real-life journey, the film highlights the services offered by Protean and how they helped the actor fulfil his dreams.

What we think about it: Even though the film is a tad bit long, the storytelling and the narrative maintains the audience's attention and focus, while delivering the message effectively.

Gaurav Ramdev, chief growth and marketing officer, Protean, said, “Digital Public Infrastructure (DPI) is a technical jargon that a few understand and relate to, and needs to be humanised in storytelling. It is empowerment of the nation and an enabler to a billion aspirations. As humble leaders in this space, it is our responsibility to tell human stories that inspire - of a category that not only has an impact on the BFSI and startup industry but on every citizen of this country. It is this impact that we wanted to highlight through our campaign which marks the next chapter in rebuilding Protean’s identity. And we couldn’t think of anyone better than Pankaj Tripathi to be our chief narrator, because he is also our customer and now our brand ambassador. We are confident that this film will inspire millions of viewers to continue to be the Hero of their own stories.”

Suresh Sethi, managing director and chief executive officer, Protean, said, “Amidst the evolving digital world, the growth in India’s digital prowess clearly stands out through the development of DPI which we now share with the world. The core inclusive principle of it states that every citizen in the most inaccessible corner of the country has the same opportunity as everyone else, and thus DPI has played a key role in driving social and financial inclusion, which is pivotal for socio-economic transformation. Though Protean eGov has been a leader in the DPI space, we have always been working in the background; this campaign is our opportunity to tell our story. We are delighted to have a versatile and talented actor like Pankaj Tripathi to lead this narrative.”

Sujoy Roy, senior executive creative director, Ogilvy, said “Technology is a force for good, it’s bridging the gap between essential services and the people who need them. This new film, featuring Pankaj Tripathi, beautifully captures how Protean’s DPI solutions—such as the PAN Card, National Pension System, Open Network for Digital Commerce—are transforming lives across India. Through Pankaj’s journey, we see the true power of digital empowerment, making crucial services accessible, secure, and impactful for everyone. As an agency, we are proud to play a role in helping Protean create these moments and contribute to a more inclusive future for all in the form of an engaging narrative.”

The film released on 6 January.