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How Razorpay turned startup founders into IPL stars on JioHotstar

Pranav Balakrishnan

June 13, 2025 | 5 Min Read

Razorpay’s IPL campaign stood out—even with its late entry—by featuring founders of client startups who plugged both their own brands and Razorpay. In a space usually reserved for a single brand, Razorpay found a clever workaround that bent the rules without breaking them.

Most brands spend months plotting their Indian Premier League campaigns. Razorpay had two weeks.

It all started with a hallway conversation at the payment company’s Bengaluru office. CEO and Cofounder Harshil Mathur bumped into marketing chief Apuarv Sethi with a casual question that would set everything in motion.

“Didn't make your IPL plan yet?"

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