'Our Tagline Move Fast Embodies What We Deliver: Speed, Reliability & Efficiency'

The digital payments sector in India has witnessed remarkable growth in recent years, driven by technological advancements, increased internet penetration, and evolving consumer behaviour. As businesses across the country embrace the convenience and speed of online transactions, the demand for seamless, secure, and fast payment solutions has never been greater. In this changing environment, brands are constantly pushing boundaries to stay ahead, ensuring they meet the rapidly changing needs of their customers.

One such brand that is embracing this transformation is Cashfree Payments. Recently, the company has undertaken a brand refresh to reflect its unwavering commitment to empowering businesses with fast, reliable payment solutions. This refresh is not just a visual overhaul, but a renewed focus on growth, innovation, and customer-centricity. In a new episode of Pitch BrandTalk, Aditi Olemann, Head of Marketing, Cashfree Payments talks about the brand philosophy behind the refresh, collaborating with Rajkummar Rao, the future of digital payments and more.

Cashfree’s Brand Refresh: Speed and Innovation at the Core

As part of its brand refresh, Cashfree is doubling down on its mission to help businesses scale rapidly in an increasingly competitive market. The brand’s new direction centres around its core philosophy of speed and innovation, with a keen eye on the needs of Indian businesses.

Olemann explains, “Cashfree has always been a set of builders with a deep understanding of what the customer needs. We’ve always known that the most important thing Indian businesses require from their payment partners is to help them grow fast. In a country like India, you can't afford to slow down - you have to innovate and move fast, especially regarding payments.” This focus on speed is reflected in the brand’s latest initiatives, including a streamlined onboarding process and faster payment gateways. Olemann elaborates, “With this refresh, we are doubling down on our commitment to help businesses move fast. Whether for online or offline businesses, we ensure they have a payment gateway that moves at the speed of their growth.”

She talks about how the brand aims to redefine the customer experience by removing friction from the payment process and ensuring businesses have the tools to grow faster. She further adds, “Once a merchant’s KYC is complete, they can get activated in no time. Similarly, when it comes to payments, we ensure that the checkout process is smooth and fast to reduce drop-offs,” Olemann says. This aligns with Cashfree’s commitment to providing seamless solutions that empower businesses to focus on growth while the brand handles the complexity of payments.

A key part of the brand refresh is Cashfree’s new tagline, ‘Move Fast’, which encapsulates the company’s mission and values. Olemann explains, “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.” According to Olemann, this brand refresh will allow Cashfree users to stay ahead of the curve in a rapidly changing digital payments landscape. She believes that digital payments are not just about making transactions; they are about creating opportunities for businesses to expand, innovate, and provide better experiences for their customers.

Marketing The Refresh

In their effort to resonate with both businesses and consumers, Cashfree has also partnered with actor Rajkummar Rao, who embodies the brand's ethos of innovation and relevance. Olemann further explains, “Rao embodies what Cashfree stands for. He has the pulse of what his audience loves, just as we understand the needs of our merchants.”

The recent campaign, featuring Rajkummar Rao, brings this vision to life in an engaging and relatable way. “In the film, Raj faces the challenge of getting a business off the ground quickly. Through Cashfree, he experiences fast onboarding, secure transactions, and efficient support - all in real-time,” Olemann reveals.

Olemann further elaborates that Cashfree’s approach to marketing goes beyond traditional methods. In addition to the brand film, the company is actively engaging with customers through print, digital media, and customer testimonials. Olemann reflects, “Advocacy from real customers is invaluable because nothing builds trust like word of mouth.”