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Tag: Apuarv Sethi

  • Razorpay launches ad campaign emphasising role of safety security in online transactions

    Razorpay launches ad campaign emphasising role of safety security in online transactions

    Mumbai: In the rapidly evolving payments landscape, ensuring security and trust is paramount. This helps maintain user confidence, provides protection against financial threats, and ensures compliance with regulatory standards. Reiterating its commitment to safety and security, Razorpay omnichannel payments and banking platform for businesses launched its biggest digital ad campaign featuring Gulshan Grover, and Urvashi Dholakia on its social platforms – YouTube, LinkedIn, X (previously Twitter), and Instagram. With 692 million internet users, India has the world’s second-largest Internet user base. This growing digitisation also makes the country a target for fraudulent activities. With this campaign, Razorpay hopes to reiterate the need to drive awareness amongst customers by educating them about risk and safety measures to ensure a secure digital payment transaction.

    With a tagline of “For online businesses to win trust, Razorpay payment gateway is a must”, the campaign showcases Razorpay as a “trust marker” for businesses. The 2-part ad series featuring Gulshan Grover and Urvashi Dholakia is curated to showcase that businesses certified by Razorpay comply with the highest standards of safety and security. Furthermore, it aims to empower end-consumers with essential information for making informed decisions when engaging with a business through digital transactions.

    The ad films of thirty seconds each, conceptualised and brought to life by Tilt Brand Solutions, a Mumbai-based creative agency, showcase two different scenarios wherein customers who are trying to make online purchases are skeptical of going through with the payments, wondering if their card details would be stolen or if the business was legitimate to engage with at the first place; Gulshan Grover and Urvashi Dholakia play the role of unethical business owners who aggravate the insecurities of these customers. The customers then realise that these businesses are safe and secure with the Razorpay trust marker and are KYC verified, giving them the utmost confidence to make the purchase.

    Commenting on the launch, Razorpay senior VP, marketing Apuarv Sethi, said, “We are excited to unveil our most extensive ad campaign yet, highlighting the paramount importance of safety and security in online transactions. In a digital landscape where trust is the currency, Razorpay serves as the definitive ‘trust marker’ for businesses. We believe it’s our responsibility to empower our merchants with the right products and services, enabling them to deliver a reliable and protected customer experience. This campaign aims to cultivate a profound sense of confidence, emphasizing our commitment to providing a dependable and secure digital payment experience. It underscores our dedication to raising awareness about the critical significance of security in online transactions. This initiative goes beyond a mere endorsement; it mirrors our steadfast commitment to shaping a safer and more trustworthy online transaction environment for all.”

    TILT Brand Solutions chief creative officer Adarsh Atal said, “We’re proud to partner with Razorpay to champion their commitment to empowering businesses. This commitment encompasses the cultivation of trust, safety, and security for the millions of businesses they serve. In line with this, trust, the cornerstone of all transactions, takes centre stage in the two-part ad series featuring the uncanny and dynamic duo of Gulshan Grover and Urvashi Dholakia. Drawing parallels between the safety measures in online transactions and the confidence Razorpay instills, each ad is a visual and narrative masterpiece with a unique twist, capturing attention, while underscoring the importance of a secure payment experience”,

    With almost every transaction happening in the virtual world, businesses must ensure seamless, hassle-free payment experiences for their customers offline and online. This includes real-time reconciliation, reduction in time per transaction, minimal failures while ensuring a risk-free environment. Keeping this and a fast-evolving dynamic regulatory environment in mind, Razorpay effectively and efficiently solves payment complexities that businesses go through daily, making it a one-stop shop for everything payments and banking for businesses.

    Links to the campaign:

    Youtube: https://www.youtube.com/watch?v=kiFUz0FqsxI

    https://www.youtube.com/watch?v=PlXv_sprA3Q

    LinkedIn: https://www.linkedin.com/feed/update/urn:li:activity:7155827110433984512

    X: https://x.com/Razorpay/status/1750061314523767078?s=20

    Instagram: https://www.instagram.com/reel/C2eZHG0obpA/?utm_source=ig_web_copy_ 

  • Razorpay unveils inspiring brand film ‘Believe’ on National Entrepreneurs Day

    Razorpay unveils inspiring brand film ‘Believe’ on National Entrepreneurs Day

    Mumbai: Reiterating its commitment to supporting and celebrating the entrepreneurial spirit of founders, Razorpay, India’s Leading Omnichannel Payments, and Banking Platform for Businesses, has launched its new brand film, ‘Believe’. Launched on National Entrepreneurs Day, the film is an ode to the spirit of self-belief and conviction entrepreneurs showcase throughout their journeys.

    The film aims to highlight that while everyone celebrates the success of these trailblazers and game-changers who have put the nation on top of the startup table globally today, very few focus on the nuances of their journeys which play a crucial role in their victories. Having partnered with Footloose Films to conceptualize and co-create the film, Razorpay has vividly captured the story of every founder’s journey in under three minutes, encapsulating their triumphs, and challenges throughout, from starting with that simple idea, and relentlessly braving through all possible odds till the end.

    Launched on Razorpay’s social media platforms – Youtube, LinkedIn, Twitter & Instagram, the film brings this message alive through the lens of a successful founder who after five years of starting his company, gives in a moment of retrospection and reminisces about his journey – one filled with big challenges and equally big successes. He reflects on his founding journey of how it all began, right from quitting a high-paying job and comfortable lifestyle to having nothing but a vision and conviction, from being a CEO to a receptionist, from pitching his idea to others to sometimes having to convince even himself, from moments of solidarity with his supporters to moments of deafening solitariness – he reflects on everything that’s brought him to this moment of success and realizes that the one thing that kept him going was his – Belief.

    Commenting on the launch of the brand film, Razorpay VP of marketing Apuarv Sethi said, “With this brand film, we are pumped up to drive home the message that entrepreneurial spirit must be celebrated, appreciated, and supported, not limited to just their successes. At Razorpay, we have consistently prioritized our mission of empowering founders and facilitating their success by proactively identifying their challenges and pioneering innovative solutions well ahead of the industry curve. Having experienced the entrepreneurial journey firsthand, we deeply understand the hardships and obstacles founders frequently encounter. This film, therefore, reiterates our vision that no founder will ever have to walk this journey alone.

    He added, “India, being home to the third largest startup ecosystem in the world, is a true testament to the mindset and purpose-driven outlook that our entrepreneurs have brought about. From curating swift and seamless money movement outlets across borders to providing robust capital support, Razorpay has been walking along as a trusted payments partner with these entrepreneurs, supporting & championing them in their journey.”

    Directed by Ishaan Gaur, and Indrasish Mukharjee, the entire film is a vivid montage of instances and moments filled with ups and downs, curveballs, and swift wins peppered with what seem like endless failures, that not only strike a chord with young founders and seasoned ones, but are relatable to any and every founder.

    “Razorpay is rooted in its belief to enable and empower entrepreneurs and we are extremely proud of how the same spirit has been translated in this brand film. We would like to describe this film as ‘Behind the scenes with Razorpay’. With this piece, we wanted to give a heartfelt shout-out to the entrepreneur community. Strip away the glamour and the numbers and take a look at what goes on behind the curtains, all the ups and downs, the stellar human stories behind these giant names and achievements. And we felt if someone could do justice to this story, it would be us”, said  Footloose Films creative director  Indrasish Mukherjee.

    Razorpay empowers businesses of all sizes with its comprehensive and expansive product portfolio, right from offering PG services to POS Solutions, Business Banking, Rize Community, Payroll solutions, and more, seamlessly helping founders outgrow the ordinary. By constantly shouldering businesses, Razorpay has remained true to its core value of serving the startup ecosystem in India. This film comes after the widely successful campaign of Razorpay ‘Imagined By AI’ showcasing 45 founders in 45 days and narrating their stories through AI.

  • Flipkart, Dentsu Webchutney strive for gender equality among children

    Flipkart, Dentsu Webchutney strive for gender equality among children

    MUMBAI: Curbing the age-old ideas of gender roles, Flipkart and Dentsu Webchutney have created an inspiring ad campaign promoting the new #GenerationEqual or “Gen-E”. The 2-minute long ad shows the new generation of kids striving for equality in all arenas—telling the parents how they would like to be raised.

    Speaking about the interesting campaign, Dentsu Webchutney senior vice-president – client services Prashant Gopalakrishnan says, “Look around you. Do you have a son, daughter, niece, nephew, or a friend’s child born a few years after the millennium? They are all part of #GenerationEqual. Real change will happen when we collectively decide to make the same rules that influence their lives. And as far as we can, let’s keep those rules the same for both boys and girls. That is the most real way to ensure our biases don’t pass on to them.”

     “As parents in 2018, we’d like to be progressive in letting our child choose for themselves in several aspects, so that they get to do what they love. Let the child experience the hobbies, passions, interests, and personality traits that come naturally to them… whether it’s a boy who wants to learn cooking, or a girl passionate about collecting superhero toys. And the other way around too,” says Flipkart director – brand marketing Apuarv Sethi.

    One of the biggest investments made by an Indian brand on the subject of gender equality among children, “Gen-E” is Flipkart’s third campaign to echo their new brand promise of ‘partnering with the progressive Indian’ via ‘Naye India ke saath’.

    In just a year of having started the new brand charter, Flipkart has campaigned on three distinctly different social subjects. With Penguin Dad, they celebrated fathers involved in child-raising; with Choose Your Age, they celebrated those defeating age with experiences; and now with Gen-E: they’re almost asking us to be what our children need us to, so that more and more of us can be celebrated.