BharatPe's Long-Term Partnership with Rohit Sharma: A Strategic Move

BharatPe CEO Nalin Negi highlights the company's enduring partnership with cricket captain Rohit Sharma, emphasizing its strategic importance. The collaboration, which spans several years, is designed to strengthen BharatPe's brand presence, particularly through the newly launched 'Super Over' campaign coinciding with the ICC Men's T20 World Cup. This initiative aims to reconnect with consumers and merchants, reinforcing the brand's commitment to fast and reliable digital payments. Negi's insights reveal the significance of cricket in Indian culture and how it influences marketing strategies.

By Narendra Chaudhary Mar 2, 2026, 08:31 IST

A Strategic and Enduring Collaboration

Nalin Negi, the CEO of BharatPe, emphasized the company's commitment to a long-lasting partnership with Indian cricket captain Rohit Sharma. He characterized this collaboration as a strategic alliance rather than a fleeting endorsement. "Maintaining a brand ambassador is crucial, and it's essential to have a long-term relationship with that individual. Rohit is exceptional; he is a household name in India, recognized by everyone. It’s a privilege to partner with someone of his stature," Negi stated.

He further elaborated that this partnership has evolved over several years and numerous campaigns. "We are fortunate that this collaboration has not been limited to just one or two events; it has been ongoing for years. Rohit has played a pivotal role in promoting BharatPe," he remarked.

'Super Over' Campaign to Reconnect with Consumers

Negi shared insights during the launch of BharatPe's 'Super Over' campaign, which coincides with the ICC Men's T20 World Cup. He explained that the initiative aims to reconnect with both consumers and merchants while solidifying the brand's position in the digital payments sector. "This is not merely a one-off event. We have long desired to establish and re-establish BharatPe as a brand, and we chose 'Super Over' because cricket holds a special place in the hearts of many in India," he noted.

He highlighted that the timing of the campaign during the World Cup makes it particularly relevant. "This concept is catchy and easily recognizable. For us, this is just the beginning," he added.

Strengthening Consumer-Facing Business

The company revealed that the nationwide campaign features a high-impact brand film that draws parallels between the intensity of match days and the necessity for quick, reliable UPI payments, as BharatPe aims to enhance its consumer-facing business.