Bharat Pay CEO Nalin Negi calls partnership with Rohit Sharma a ‘long-term brand collaboration’

New Delhi: Bharat Pay CEO Nalin Negi described his company’s partnership with Indian cricket team captain Rohit Sharma as a long-term and strategic brand collaboration and not just a short-term endorsement. Expressing happiness about this partnership, he said that it is a special experience that he is working in association with such a great player.

Speaking to ANI, Negi said, “You have to have a brand ambassador, and you have to be associated with that person for a long period of time. Rohit is very great, he is a famous personality whom everyone knows and recognizes in India. And it is really a great pleasure to be associated with a great person like him.”

He further said that this partnership has continued over the years and has expanded into several campaigns. “We are very fortunate that this partnership has not been limited to just one or two events, but has spanned years,” Negi said. “Rohit has been at the forefront of promoting BharatPe.”

Negi was speaking at the launch of BharatPe’s ‘Super Over’ campaign, which was launched ahead of the ICC Men’s T20 World Cup. Explaining the thinking behind the campaign, he said it was designed with an aim to reconnect with consumers and merchants and strengthen the brand’s presence in the digital payments space.

“We should not just take this as an event. This is something we wanted to do for a long time, to establish and re-establish BharatPe as a brand, and the reason for choosing the ‘Super Over’ is that cricket is almost a religion in India,” Negi said.

He also said that the timing during the World Cup makes the idea instantly recognizable. “This is something that is very attractive and instantly recognizable. For us, this is just a beginning,” he said.

According to the company, this nationally run campaign comprises a high-impact brand film that draws parallels between the intensity of match-day and the need for fast, reliable UPI payments, as BharatPe works towards strengthening its consumer-facing business.

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