Cashfree Payments, despite powering over 100,000 businesses with seamless payment solutions, had limited prior brand visibility. In a crowded fintech market, the task was to establish a strong presence that resonated with India’s young entrepreneurs, D2C brands, and startups, the very drivers of innovation shaping the digital economy.
Build Cashfree’s first-ever large-scale brand campaign that went beyond features and transactions, positioning the company as the go-to partner for turning ambitious ideas into successful businesses.
We tapped into "missed opportunities" with "Yeh Mera Idea Tha," using relatable stories, youth-focused talent, and digital-first distribution to emotionally connect while positioning Cashfree as the platform that helps ideas scale.
Mapped the mindset of young founders, startup dreamers, and D2C leaders, individuals chasing growth but wary of missing their shot.
Brought alive the phrase “Yeh Mera Idea Tha” through three humorous yet insightful films starring Naveen Kasturia and Badri Chavan, faces that resonate with the youth.
Maximised reach via OTT platforms like Hotstar and SonyLiv, social media, and third-party promotions, alongside digital channels like Spotify and DV360.
Strengthened the campaign’s credibility with 150+ national media coverages and trending conversations across Twitter and LinkedIn.
Extended campaign life with webinars, brand banter, and cross-industry dialogues, keeping Cashfree at the centre of startup conversations.
Identified key pain points of plant heads, safety managers, and CXOs across six high-risk sectors.
Created sharp, problem-first headlines like “What Your Cameras Might Be Missing” and “Automation Doesn’t Equal Awareness”.
Designed six high-impact visuals that humanized complex AI capabilities with real safety scenarios.
Rolled out the campaign across LinkedIn, Facebook, and Instagram for maximum B2B visibility.
Anchored every creative with ROI-focused copy and a clear path to demo conversion.
Sequenced content to guide stakeholders from problem recognition to solution adoption.
“A 360° Approach to Industrial Intelligence”—a unified visual and messaging system designed for recall and relevance.
A concentrated 6-week burst campaign engineered for maximum market impact and lead velocity.
Reframed a highly technical solution into a human-first story with clear industry context and emotional resonance.
The Yeh Mera Idea Tha campaign transformed Cashfree Payments from a functional fintech
service to a recognisable brand. With record-breaking search growth, a 200%+ share of voice increase,
and 196M+ impressions across digital channels, Cashfree not only captured attention but also
strengthened market leadership. By positioning itself as the partner who empowers ideas, Cashfree
elevated its relevance in the competitive fintech space and set a strong foundation for future brand storytelling.
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