Media Entertainment

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?"

Read this article for free

In addition, access 50+ archived articles and 3 new articles every month

Got a tip? If you have a lead we should be chasing at The CapTable, write to us at tips@the-captable.com

Join our community of 100,000+ top executives, VCs, entrepreneurs, and brightest student minds

Trusted by the best

Karthik Reddy

Blume Ventures

The CapTable brings a refreshing set of insights for us at the Blume team, highlighting stories that bring together the underlying business and founders with that of investors' journeys with these startups. It's an important perspective that very few bring to startup ecosystem enthusiasts.

Latest Articles

India’s new luxury playbook: Homes as hard assets, handbags as portable wealth

India’s luxury market in 2025 shifted from aspiration to asset allocation. Ultra-HNIs are buying scarcity-driven luxury homes for permanence and designer handbags for liquidity, treating both as hard assets that hedge volatility, preserve value, and diversify wealth beyond traditional markets.

Sohini Mitter

How to claim mutual fund investments of a deceased family member

While the process is largely straightforward, lining up the required documents can be tricky, especially if the deceased had not named a nominee.

Maulik M

When the side bet becomes the main game: How Thyrocare went from PharmEasy’s big gamble to its lifeline

Four years after PharmEasy’s debt-heavy acquisition shocked India’s startup world, the diagnostics chain has become the troubled e-pharmacy’s profit engine, with its CEO now running the whole show

Shivani Verma

When India needs ideas, climate capital plays it safe

Seed funding for climate-tech startups has collapsed even as late-stage deals surge. India’s investors are backing proven winners while the next generation of innovators runs out of air.

Sai Keerthi

Yusuf Bhai and his ilk will make you smell like a millionaire. But will it last?

In India’s fast-growing perfume trade, street chemists, social-media stars and ambitious entrepreneurs are bottling aspiration for a fraction of the price, challenging global luxury houses and redefining what it means to smell successful.

Team Captable

Convinced that The Captable stories and insights
will give you the edge?

Convinced that The Captable stories
and insights will give you the edge?

Subscribe Now

Stories

Explore