PhonePe has announced the appointment of Umma Saini as its new Director – Creative & Content, effective August 2025. With over 18 years of experience in creative leadership, branding, and integrated marketing, Saini will spearhead the company’s creative and content strategy.
Prior to joining PhonePe, Saini served as Chief Creative Officer at Schbang from December 2023 to August 2025, where she was instrumental in leading creative strategy and driving content innovation across impactful campaigns.
Before her tenure at Schbang, she was Brand & Creative Lead at Google India between May 2018 and October 2021, where she successfully led large-scale integrated campaigns and strengthened the brand’s positioning in the Indian market.
Her career also includes notable roles at BBDO and Ogilvy & Mather. She served as Creative Director at BBDO Singapore (2017–2018) and BBDO India (2015–2017), having earlier been promoted to Creative Group Head at BBDO India in 2014. Between 2012 and 2014, she was Creative Supervisor at Ogilvy, where she built impactful campaigns. Saini began her advertising journey in 2006 at Saints and Warriors as a Copywriter before moving to Ogilvy, where she spent over four years.
Over the years, Umma Saini has shaped some of the most celebrated advertising campaigns, including the globally acclaimed Ariel #ShareTheLoad. Her work has earned recognition at prestigious platforms such as Cannes Lions, One Show, D&AD, Effies, Spikes Asia, and more.
This strategic appointment further strengthens PhonePe’s brand and marketing vision, reinforcing its commitment to creativity, innovation, and engaging storytelling.
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