Ahead of the ICC Men’s T20 World Cup, BharatPe has rolled out a nationwide campaign titled ‘Super Over’, featuring Indian cricket star Rohit Sharma. The campaign connects India’s passion for cricket with the everyday use of digital payments, positioning UPI transactions as moments that demand the same speed, precision, and reliability as high-pressure overs in a match.
At the heart of the campaign is a brand film that draws parallels between intense cricketing moments and routine payment situations, reinforcing the importance of fast, secure, and dependable transactions in daily life. By linking cricket’s emotional highs with digital payments, BharatPe aims to make its service feel both familiar and aspirational.
As part of the month-long initiative, users making transactions through BharatPe UPI can unlock daily rewards, including match tickets, signed merchandise, and even a chance to attend a T20 World Cup match alongside Rohit Sharma. Both consumers and merchants will also receive assured Zillion Coins on eligible transactions, adding a gamified layer to everyday payments.
The campaign also shines a spotlight on BharatPe Shield, the company’s fraud protection feature, which provides an added layer of security and customer support for UPI users. The brand positions Shield as a safety net that allows users to transact with confidence, even under pressure.
Commenting on the campaign, Shilpi Kapoor, Head of Marketing at BharatPe, said the initiative reflects the aspirations of Indian consumers who seek trust, consistency, and performance in every transaction-on and off the field.
The ‘Super Over’ campaign will run across digital platforms, social media, and on-ground activations throughout the T20 World Cup season.
