MUMBAI: Talk about sending the right message. Kit Global has become the official partner for Telegram Ads in India, giving advertisers direct access to the fast-growing platform’s unique ad solutions.
The international 360 degree marketing player is promising brands a smoother ride into Telegram territory with perks like local onboarding, multilingual support and real-time market insights. For marketers weary of crowded feeds and banner fatigue, Telegram’s opt-in channels are pitched as a fresher, cleaner way to reach audiences who actually want to hear from them.
“At Kit Global, we’ve always been proud to be at the forefront of market change. We embrace innovation rather than relying on what’s already known,” said chief executive, Olga Dulinskaya. She added that the tie-up gives clients confidence that every campaign rides on opportunities designed for today’s fast-changing digital world.
For Telegram, the move could broaden its appeal among Indian advertisers eager to cut through the noise. Instead of chasing disengaged scrollers, brands can speak directly to niche, interest-led communities. For Kit Global, which already runs high-performing campaigns across fintech, gaming, e-commerce and entertainment, the partnership reinforces its positioning as a future-ready marketing outfit.
As India and Southeast Asia power the next wave of internet growth, Kit Global is betting that Telegram Ads will be a channel worth watching. After all, when it comes to winning engagement, sometimes it pays to be on the same wavelength.
Mumbai: IPO-bound Pine Labs has announced two key leadership appointments ahead of its planned public offering: Sameer Kamath is set to join as chief financial officer, while Shalini Saxena returns as general counsel. The announcement follows closely on the heels of the company’s draft red herring prospectus (DRHP) filing with the Securities and Exchange Board of India (SEBI) on 27 June.
Kamath, currently group CFO at Avendus Capital, brings over two decades of financial leadership experience. He previously served as CFO at Motilal Oswal. He replaces Marc Mathenz, who stepped down in June shortly before the DRHP was filed.
Saxena re-joins Pine Labs after her tenure as legal head at CoinDCX. She had earlier served as general counsel at Pine Labs from 2019 to 2022. Her return signals renewed legal leadership focus as the company navigates regulatory and compliance processes tied to its public listing.
Pine Labs’ senior leadership team now includes:
Amrish Rau, chief executive officer
Kush Mehra, chief business officer
Sumit Chopra, chief operating officer
Navin Chandani, chief business officer – issuing business
The Gurugram-based fintech firm is looking to raise Rs 2,600 crore via a combination of fresh equity issue and an offer-for-sale (OFS) of up to 147.8 million shares. Pine Labs is reportedly seeking a valuation in the range of $4.5–5 billion. Key shareholders include Peak XV Partners, Mastercard, PayPal, and Actis.
The appointments place Pine Labs alongside a growing cohort of Indian startups accelerating towards public markets-a signal of rising maturity within the country’s fintech and technology sectors.
MUMBAI: If customer experience is the new battleground, then Kapture CX just added a heavyweight to its arsenal. Alok Agrawal has officially joined as head of strategic account growth, bringing a proven track record in enterprise product sales, revenue expansion, and customer engagement. With Kapture CX revolutionising customer interactions through Gen AI-powered solutions, Alok’s arrival signals a bold step forward in strengthening client relationships and business growth.
Agrawal, an alumnus of IIM Calcutta and NIT Tiruchirappalli, steps into this role fresh from Razorpay, where he played a pivotal role in scaling enterprise product sales, driving revenue, and launching industry-first solutions. Before that, he led strategic initiatives at Paytm, where he spearheaded product sales for enterprise solutions and executed go-to-market strategies that helped shape the fintech ecosystem. From fintech to retail to manufacturing, Agrawal has consistently delivered high-impact results across industries.
At Kapture CX, Agrawal is set to spearhead strategic account growth initiatives, ensuring that AI-driven customer experience solutions don’t just integrate seamlessly into enterprise operations, but also transform the way businesses engage with their customers. His deep understanding of enterprise needs and his forward-thinking approach will help push Kapture CX’s growth to new heights.
Welcoming Agrawal aboard, Kapture CX CEO & co-founder Sheshgiri Kamath said, “Alok’s appointment comes at an important phase for Kapture CX as we continue to scale and innovate in the customer experience space. His extensive experience in enterprise product sales and revenue expansion will play a crucial role in strengthening our client relationships and ensuring seamless customer journeys.”
Agrawal himself couldn’t be more excited, “Customers are at the core of every successful business, and I’m excited to contribute to Kapture CX’s mission of enhancing customer experience with smart, seamless solutions. I’m looking forward to working with this energetic team to improve customer interactions and expand into new and existing markets. While we are a young team, the enthusiasm here is infectious, and I’m eager to see what we can accomplish together.”
With Agrawal’s leadership, Kapture CX is gearing up to deepen its client engagement, refine its AI-powered solutions, and expand its footprint in the customer experience space. The goal? To not just manage customer interactions—but to redefine them.
MUMBAI: POP, the fintech startup targeting young Indian consumers, has appointed Chandresh Pancholi as its new head of engineering and product.
Pancholi joins from Navi, where he served as director of engineering, leading a 90-person team that helped propel the company’s UPI payment application from 12th to 4th position in India’s competitive digital payments market.
During his tenure at Navi, he oversaw several key initiatives including the development of a credit line on UPI with Karnataka Bank and a central abuse detection platform for UPI reward systems.
Prior to Navi, Pancholi held technical leadership positions at Paytm and Flipkart, building considerable experience in India’s e-commerce and financial technology sectors.
POP, founded in 2023 by former Flipkart executives, offers a rewards-based payment ecosystem where users earn “POPcoins” worth Rs 1 each for transactions made through its platform. The company is backed by India Quotient and several angel investors from the consumer internet sector.
At POP, Pancholi will be responsible for scaling the company’s technical infrastructure and developing new product features as the startup attempts to challenge established players in India’s increasingly crowded digital payments market.
MUMBAI: Inflexor Ventures has announced the appointment of Parmi Doshi as principal, further strengthening its leadership team at the Mumbai-based venture capital firm. Doshi brings over six years of experience in finance and investments, having previously served as associate vice-president at the company and gaining significant expertise during her tenure at PwC India.
Expressing her enthusiasm for the new role, Doshi stated, “I’m excited to step into this new position at Inflexor Ventures. The firm is committed to fostering innovation and supporting early-stage companies, and I look forward to contributing to its growth and success.”
Inflexor Ventures is known for its sector-agnostic approach, investing in startups across a variety of fields including health-tech, fintech, consumer-tech, clean-tech, edu-tech, deep-tech, and agri-tech. The firm focuses on companies that leverage technological innovation and intellectual property, ensuring a robust portfolio that drives value in emerging markets.
Before joining Inflexor, Doshi honed her skills at PwC India, where she worked for over six years, advancing to the position of assistant manager. Her prior experience also includes a significant role at Borkar & Muzumdar as an audit executive, which laid the groundwork for her expertise in finance.
Doshi’s appointment comes at a pivotal time for Inflexor Ventures as it continues to identify and support startups at the seed to Series A+ stages. With her extensive background and commitment to driving innovation, Parmi Doshi is poised to play a crucial role in shaping the future of investments at Inflexor Ventures.
MUMBAI: Remember the days of frantic scrambles for exact change with rickshaw drivers, the despair of handing over a Rs 500 note, and the resigned sigh when left without small notes? Then came the game-changer: Unified Payments Interface (UPI), India’s very own digital savior, swooping in like Superman to transform not just transactions but lives — everyday payments into seamless, one-tap solutions. Life has since taken a fast track to convenience, where paying for chai or groceries no longer requires mental mathematics.
Fast forward to 2024, India’s fintech market is now a behemoth, estimated at an eye-watering $111.14 billion, with projections soaring to $421.48 billion by 2029 at a CAGR of 30.55 per cent, according to Mordor Intelligence. It’s a story of rapid growth, innovation, and a market ripe with opportunities.
Amid this transformative boom stands Cashfree Payments, a trailblazer reshaping how India transacts. With a bold new tagline, “Move Fast”, and a high-octane marketing campaign featuring the versatile Rajkummar Rao (insights in our exclusive earlier piece), Cashfree Payments is running at full throttle to define the future of payments. In an exclusive conversation with Indian Television’s Sreeyom Sil, Cashfree Payments, head & senior director of marketing, Aditi Olemann, dives deep into the strategy, the vision, and the high stakes behind staying ahead in this competitive space.
From nostalgia to numbers, from convenience to cutting-edge marketing, this tete-a-tete with Olemann is your front-row ticket to behind the scenes of the campaign, offering a glimpse into how the brand is shaping India’s payment future.
Curious?
Read on for a story of speed, strategy, and a little bit of magic in the world of fintech.
Edited excerpts
On the reasons why Cashfree Payments chose “Move Fast” as its new tagline.
Since our inception, we’ve prioritised building a future-proof digital payments ecosystem. Speed, security, and seamlessness have always been at the heart of our operations. Over the past decade, we’ve observed that businesses consistently value speed—whether it’s onboarding, transactions, or resolving issues. “Move Fast” encapsulates our commitment to empowering businesses with the agility they need to thrive. This tagline reflects our vision to be a catalyst for growth in a fast-paced, digital-first economy.
On what led to the selection of Rajkummar Rao – who seems like an unconventional choice for a fintech brand.
Rajkummar Rao exemplifies versatility, reliability, and boldness—qualities that mirror our ethos. His career is a testament to taking calculated risks, challenging norms, and delivering impactful performances. At Cashfree Payments, we strive for the same—redefining the fintech landscape with innovative solutions that solve real-world challenges. Rajkummar’s journey aligns perfectly with our narrative of breaking boundaries to create meaningful change. His dynamic persona brings authenticity and energy to our campaign, making the message resonate deeply with our audience.
On how messages are being tailored to different platforms and channels.
Our multi-channel strategy is designed to engage diverse audiences effectively. Collaborating with OML and our internal teams, we’ve created a campaign spanning OOH, digital, social, and print media. For instance, hoardings in startup hubs like Bangalore, Gurugram, and Mumbai target budding entrepreneurs, while digital and social media focus on engaging tech-savvy audiences. Each channel conveys our core message of “Move Fast” while adapting its tone and delivery to suit specific segments, ensuring maximum recall and impact.
On some behind-the-scenes insights into the making of the corporate film.
The corporate film encapsulates our brand’s promise of empowering businesses with speed and agility. Featuring Rajkummar Rao, it combines high-energy visuals with relatable storytelling to depict real-world business scenarios. Our goal was to create a film that is both informative and engaging. Every aspect, from scripting to visuals, was meticulously crafted to highlight our offerings—seamless onboarding, smooth transactions, and unparalleled support. The film reflects the passion and dedication of our team and beautifully conveys the essence of “Move Fast.”
On the specific challenges Cashfree Payments address for businesses.
Businesses face hurdles like delayed issue resolution, fraud risks, and complex compliance requirements. At Cashfree Payments, we tackle these challenges head-on. Our dedicated support teams ensure industry-leading resolution times, while tools like Risk Shield offer proactive fraud monitoring. Additionally, real-time compliance updates keep businesses ahead of regulatory requirements. Our approach blends cutting-edge technology with personalised service, enabling businesses to resolve issues swiftly and focus on scaling their success.
On how the campaign bridges the gap between startups and large enterprises.
Our solutions cater to over six lakh merchants, ranging from startups to large enterprises. For startups, we emphasise simplicity and speed, providing seamless onboarding and intuitive tools. For larger businesses, we focus on advanced capabilities like payment orchestration and fraud monitoring. The “Move Fast” campaign unifies these offerings under a single, impactful message. By showcasing our adaptability and commitment to all business sizes, we aim to reinforce trust and drive adoption across the spectrum.
On the KPIs that will measure the success of this brand refresh.
In the short term, we are focusing on increased brand recall and consideration. Over the long term, key metrics include adoption rates of new services, customer retention, and revenue growth. These KPIs will help us gauge the campaign’s effectiveness in enhancing visibility and delivering sustained value to the business.
On how the campaign simplifies complex fintech concepts for non-technical stakeholders.
We’ve made a conscious effort to translate technical advantages into tangible outcomes that resonate with all stakeholders. For example, faster settlements improve cash flow, while seamless integrations enhance operational efficiency. The campaign uses real-world scenarios and relatable narratives to demonstrate these benefits, ensuring clarity and impact.
On how the brand refresh prepares Cashfree Payments for long-term growth.
This refresh solidifies our position as an agile and forward-thinking partner in the fintech space. By emphasising speed, reliability, and innovation, we’re well-equipped to navigate regulatory changes, technological advancements, and evolving customer expectations. It’s a strategic step towards ensuring resilience and sustained growth in a competitive digital economy.
MUMBAI: When the magic of Bollywood meets the momentum of fintech, you know something extraordinary is brewing!
Imagine the thrill when two of the world’s favorite obsessions-money and movies-come together under one spectacular campaign.
Cashfree Payments, India’s leading payments and API banking platform, has just made a blockbuster move by launching its electrifying brand campaign, ‘Move Fast,’ and roping in the versatile and much-loved Rajkummar Rao as its brand ambassador. A strategic power play that blends speed, agility, and innovation, this campaign is all set to fuel India’s digital dreams. And while Rao’s charm graces the campaign, we can’t help but hope he leaves “Stree” behind and steps into a fast-paced, tech-powered future!
The Move Fast campaign features a dynamic digital film starring Rao, portraying how Cashfree Payments empowers merchants of all sizes with seamless onboarding, faster payments, and unparalleled support. With its sharp focus on agility, the campaign positions Cashfree Payments as the go-to solution for businesses seeking efficiency and reliability in their payment operations.
Cashfree Payments, CEO & co-founder, Akash Sinha shared the vision behind the campaign, “We are excited to welcome the talented Rajkummar Rao as the brand ambassador. Our refreshed brand centres around one core idea: ‘Move Fast’. With us, businesses can adapt and grow confidently, knowing we support their evolving needs. ‘Move Fast’ isn’t just about the present; it’s about partnering with businesses for the future and empowering them to stay ahead of the curve. With Rajkummar Rao onboard, this campaign reinforces our commitment to providing businesses with the speed, flexibility, agility and support they need to grow and thrive in an ever-evolving digital world.”
The campaign emphasises Cashfree Payments’ industry-leading services, including one-day onboarding, swift issue resolution, and reliable settlements, ensuring minimal disruption to businesses. Its tagline, Move Fast, encapsulates the brand’s mission to support businesses in overcoming barriers and unlocking growth.
Sharing his excitement, Rao commented, “I am thrilled to be part of the Cashfree family. Today, digital payments have become an integral part of our daily lives, making transactions smoother and more efficient. Partnering with a brand that has been at the forefront of the fintech revolution and empowering Indian businesses to scale and move fast is both inspiring and rewarding. I’m proud to be a part of this journey.”
Campaign Highlights
. The campaign features a digital brand film conceptualised by Cashfree Payments’ in-house team in collaboration with OML, showcasing the brand’s agility and innovation.
. A refreshed logo incorporates the tagline Move Fast to reinforce the message across platforms.
. The campaign leverages digital channels, outdoor advertising, and offline platforms, going live on 9 December 2024.
Cashfree Payments, head & senior director of marketing, Aditi Olemann outlined the broader vision, “At Cashfree Payments, we are shaping the future of digital payments by making them inclusive and accessible to businesses of all sizes—whether it’s a startup in a small town or a large enterprise in a metro city. Our new tagline, ‘Move Fast,’ embodies the core of what we deliver: speed, reliability, and operational efficiency. With this brand refresh, we’ve reimagined Cashfree Payments to not only reflect our growth and evolution but also to capture the exciting path we’re charting for the future.”
With services trusted by over six lakh businesses, Cashfree Payments processes over $80 billion in transactions annually. Its innovative solutions, including Secure ID, flowWise for payment orchestration, and Risk Shield for fraud monitoring, have set benchmarks in the fintech sector.
As Cashfree Payments deepens its presence in India, the company is also expanding its operations globally, particularly in the UAE through its acquired partner, Telr. Its focus remains on redefining how businesses approach payments, onboarding, and growth.
Mumbai: slice, a consumer payments and credit company launched an ingenious “inverted” ad campaign in The Times of India which had readers turning their heads. The campaign highlights the launch of slice’s UPI first account – slice account to the public. After a successful three month beta testing period, primarily available to its existing customer base, slice is now extending slice account services to all users.
The advertisement mirrors slice account’s USP, showcasing the product’s benefits with the same simplicity and precision. In just three months post-launch, slice has witnessed over two lakh transactions daily. It simplifies users’ financial lives by offering an autoload function, ensuring their accounts are always primed for transactions. The account also facilitates the automation of recurring payments, provides valuable insights into spending patterns, and uniquely integrates a gaming element. Every transaction opens up the possibility to play “fire,” a game where users can earn up to double their transaction value in straight-up cashback, blending financial management with good old fashioned phone gaming.
Embodying the product tagline of a “no-nonsense account”, the slice account is clutter-free from unwanted cross-selling. With the payment experience clear of distractions it allows users to truly understand the speed and efficiency of fast payments. This straightforward approach extends to slice’s user interface where the chat icon is prominently displayed on the home screen, allowing users to effortlessly connect with slice customer care. With a strong belief that time is as valuable as money, this launch promises spectacular results for users looking to optimise and simplify their financial journey. The slice account is looking to turn finance on its head, just like how it did with its ad!
Mumbai: Fibe (formerly EarlySalary) Fintech, has significantly enhanced customer experience and has reduced the response time by 99 per cent. Through its association with Locobuzz, a CX management platform, Fibe has improved the efficiency and effectiveness of its customer interactions, thereby boosting brand loyalty.
With over 5 lakh active customers, Fibe handles over 10,000 monthly conversations. With an aim to efficiently manage the influx of customer interactions, Fibe sought the services of Locobuzz’ unified CX platform. The primary objective of the association was to proactively engage with inquiries, requests, and feedback across various digital channels, while effectively tracking untagged mentions, managing multi-channel conversations, and gaining competitive insights.
The platform empowered Fibe with a comprehensive suite of tools including:
● Social listening: Enabled tracking of 100 per cent mentions, including untagged and viral content, ensuring no query went unnoticed.
● Sentiment analysis: Enhanced understanding of customer emotions, allowing for prompt and effective response.
● Competitor tracking: Provided valuable insights into competitor strategies and campaign effectiveness, allowing Fibe to refine its own approach and stay ahead of the curve.
● SSRE (social service response engine): Automated social media response management, ensuring swift and consistent customer service.
● DIY dashboards: Empowered data-driven decisions with customised reports and key metric monitoring.
Fibe leveraged Locobuzz’s solutions to significantly improve its response time across various digital touchpoints. The robust tools contributed to Fibe successfully reducing its customer service turnaround time from 96 hours to an impressive 45 minutes. The SSRE further heightened the efficiency, ensuring SLA (service level agreement) closure within just 1 hour and 9 minutes. These improvements, coupled with effective social media engagement, significantly elevated Fibe’s Social Reputation Score, thereby strengthening the brand advocacy.
Fibe founding member and head of marketing Sudesh Shetty, said, “Fibe has always remained committed to provide a superior and seamless experience to its customers. The Locobuzz platform has further propelled our customer-first approach and enabled us to authentically engage with our audience, gain a competitive edge, and make data-driven decisions. We will continue to enhance our monitoring tools and response time to take our brand to newer heights.”
Locobuzz co-founder & COO Shubhi Agarwal, explained, “Fintech service providers are at a pivotal juncture, where the surge in internet services aligns seamlessly with the escalating need for digital customer support.” “It’s a privilege for us to partner with Fibe in crafting unparalleled customer experiences across digital channels. By leveraging the power of automation and AI within the Locobuzz unified platform, Fibe can adeptly handle extensive customer inquiries and reviews, paving the way for long-term service enhancements based on deep insights.”
Fibe’s partnership with Locobuzz has been instrumental in their success on social media. Locobuzz has provided them with the tools and insights to engage with their audience effectively, analyse competitor activity, and make data-driven decisions for their social media strategy and marketing campaigns. Fibe is solidifying its position as a leader in the FinTech space by forging lasting connections with its young, tech-savvy customer base.
Through its association with Locobuzz, a CX management platform, Fibe has improved the efficiency and effectiveness of its customer interactions, thereby boosting brand loyalty.
Mumbai: CASHe, a credit-led AI-driven financial wellness platform, has unveiled its super app with the tagline – ‘Bharat Ka Money App.’ Strategic repositioning underscores the brand’s aspirations to establish itself as a premier credit-centric financial platform, meeting the diverse financial needs of young working millennials in urban hubs and tier 2+ cities across Bharat. The new tagline captures the company’s steadfast focus on providing comprehensive financial solutions, seamlessly integrating credit, investment, and insurance-all customised to conveniently address the diverse financial needs of users on one unified platform.
Simultaneously, CASHe has launched a revamped website (www.cashe.co.in) along with the launch of its mobile application, designed to expand its financial offerings to a broader audience and reinforce its national presence. The updated website visually embodies CASHe’s focus on innovation, further enriching the user experience. The refreshed mobile application, which was in beta mode for four months, is now accessible to all users and provides a distinctive experience for digitally savvy customers seeking a superlative digital encounter. CASHe’s super app encompasses various features in its credit suite, including personal loans, short and medium-term credit lines, TNPL (Travel Now, Pay Later), QR-led payments at merchant establishments, and educational loans. The Investment suite, powered by its wealth and InsureTech platform, Sqrrl, gives users access to a digitally enabled, mobile-first, bite-sized investment and insurance platform, enabling them to commence their investment journey with as little as Rs 100. The newly refreshed app aims to usher in a revolutionary new way to make finance easier, safer, and more engaging than traditional fintech apps.
The strategic repositioning of the brand, coupled with the unveiling of the new website and app, comes in the wake of CASHe’s significant milestone of exceeding Rs 9,500 cr. in disbursements and achieving 50 million app downloads, fostering a monthly active user base surpassing 3.5 million. The company’s growth trajectory, combined with providing a range of financial solutions and the expanding reach of its user base across the country, had propelled this decisive move to position the platform as a symbol of its success and strengthen its commitment to staying at the forefront of global fintech innovation.
CASHe CEO Yashoraj Tyagi said, “We are pleased to announce the launch of our new tagline, ‘Bharat Ka Money App,’ as a pivotal milestone in the evolution of CASHe. This strategic repositioning underscores our unwavering commitment to serving as a premier credit-centric financial platform for the young working millennials in urban hubs and tier 2+ cities throughout Bharat. The launch of our revamped website and mobile application signifies our focus on redefining the financial services landscape, providing a comprehensive and tailored financial solution to meet the diverse needs of our users. CASHe is not merely an application; it represents our commitment to delivering accessible, innovative, and empowering financial solutions to all.”
Significantly, 75 per cent of CASHe’s user base originates from tier 2, tier 3, and small towns across India. The company has expanded its presence nationwide, covering over 18,000 pin codes. Furthermore, CASHe’s mission to provide financial inclusion extends to attracting new-to-credit customers and integrating them into the formal credit system, fostering greater accessibility and opportunities for previously underserved individuals, thereby enabling Bharat’s digital citizens to fulfil their financial aspirations.
