Protean eGov’s campaign presents a human touch to digital transformation

Protean eGov Technologies Limited, a Digital Public Infrastructure (DPI) services provider that develops citizen–centric e-Governance solutions, continues on the path of building its newly created identity from NSDL eGov to Protean, with its new brand campaign ‘Apni Kahaani ka Hero’ (The hero of one’s own story). The brand has on-boarded actor Pankaj Tripathi, an epitome of India’s common man, to showcase how DPI elevates lives of citizens.

Speaking about the film, Gaurav Ramdev, chief growth and marketing officer at Protean eGov Technologies Ltd, said, “DPI is empowerment of the nation and an enabler to billion aspirations. It is our responsibility to tell human stories that inspire—of a category that not only has an impact on the BFSI & 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.”

Suresh Sethi, managing director and chief executive officer of Protean eGov Technologies Ltd added that amidst the evolving digital world, the growth in India’s digital prowess clearly stands out through the development of DPI, which it now shares with the world. “The core inclusive principle of DPI 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,” he added.

Conceptualised and developed by Ogilvy, ‘Apni Kahaani ka Hero’ weaves together light-hearted lines, nostalgic moments, and a recognisable hunger for success. Speaking about their experience with the film, Sujoy Roy, senior executive creative director of the agency 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 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.”

Actor Tripathi added his bit saying, “When I was told about the campaign, I was intrigued about what DPI is but then as I got to know about it, I was amazed about the impact it has in our lives and we hardly realise it. As a customer of Protean myself, I am thrilled to be a part of their story.”

Kanika Bharadwaj, the CEO of People As Brands, who structured this association remarked, “We’re committed to crafting collaborations that not only elevate brands but also resonate with audiences. This synergy between Pankaj’s authenticity and Protean’s innovation promises to be a game-changer, and we’re thrilled to have played a part in bringing this vision to life."

The 3.50-minute film follows Pankaj’s narration, as he takes the viewer through pivotal moments from the life of a common Indian, with humble beginnings but big dreams. The film portrays the transformative support and impact of Protean products, that pave the way for these heroes, including Protean Vidyasaarathi (scholarships), Protean PAN, eKYC, NPS, ONDC and ProteanLife.

The company’s previous campaign, #ChangeIsGrowth was aimed at reintroducing the company after rebranding from NSDL e-Gov. This time around, the brand has opted to position itself as the essential digital partner for Indian masses, offering a comprehensive suite of solutions that cater to their diverse needs and aspirations, from education and finance to lifestyle and philanthropy. By showcasing how Protean's digital solutions can make a positive impact at every stage of one’s life journey, the film aims to resonate with consumers on a personal level.

Campaign’s take: Protean eGov’s latest campaign, ‘Apni Kahaani ka Hero’, attempts to demystify the complex world of DPI by weaving an emotionally resonant narrative. Featuring actor Pankaj Tripathi, the film positions the company as an enabler of everyday heroism, supporting aspirations with digital tools like PAN cards, eKYC, and scholarships.

The storytelling is relatable, with Tripathi’s charm as the quintessential ‘common man’ anchoring the message. The clever nod to the movie Deewar and the focus on real-life struggles underscore the campaign’s intent to connect with audiences at a deeply personal level.

However, the campaign raises questions about whether it truly succeeds in humanising DPI for a broader audience. Terms like DPI, often seen as bureaucratic jargon, risk alienating viewers unfamiliar with their significance.

While Protean’s services are showcased effectively, the film leans heavily on sentiment rather than simplifying how DPI tangibly impacts lives. This creates a gap in translating abstract technology into concrete benefits for the average citizen.

Strategically, Protean scores with its choice of Tripathi, whose relatability bolsters the narrative’s authenticity. Yet, sustaining this emotional connection will require clearer messaging about DPI’s role in everyday life. The campaign is a step forward in Protean’s rebranding journey but leaves room for sharper storytelling to ensure digital empowerment resonates universally.