Campaign India Team
Jan 24, 2024

Gulshan Grover, Urvashi Dholakia turn vices into virtue spotlighting Razorpay's ironclad security

Watch the films conceptualised by Tilt Brand Solutions here

Razorpay has rolled out a campaign featuring actors Gulshan Grover and Urvashi Dholakia, to empower consumers with crucial information for informed decisions in digital transactions with businesses.
Conceptualised by Tilt Brand Solutions, the thirty-second ad films present two distinct scenarios featuring customers navigating online purchases while harbouring concerns about potential card information theft and the legitimacy of the businesses. In the first film, Grover assumes the role of an evil business owner, while Dholakia takes on the same role in the second film, intensifying the customers' uncertainties. However, the customers' apprehensions are alleviated when they discover that both businesses are safeguarded by the Razorpay trust marker and have undergone KYC verification. This assurance empowers them with the confidence to proceed with their purchases.

Apuarv Sethi, senior vice president, marketing, Razorpay said, "We are excited to unveil our most extensive ad campaign yet, highlighting the paramount importance of safety and security in online transactions. In a digital landscape where trust is the currency, Razorpay serves as the definitive 'trust marker' for businesses. We believe it’s our responsibility to empower our merchants with the right products and services, enabling them to deliver a reliable and protected customer experience. This campaign aims to cultivate confidence, emphasising our commitment to providing a dependable and secure digital payment experience. It underscores our dedication to raising awareness about the critical significance of security in online transactions. This initiative goes beyond a mere endorsement; it mirrors our steadfast commitment to shaping a safer and more trustworthy online transaction environment for all." 
Adarsh Atal, chief creative officer, Tilt Brand Solutions, “We’re proud to partner with Razorpay to champion their commitment to empowering businesses. This commitment encompasses the cultivation of trust, safety, and security for the millions of businesses they serve. In line with this, trust, the cornerstone of all transactions, takes centre stage in the two-part ad series featuring the uncanny and dynamic duo of Gulshan Grover and Urvashi Dholakia. Drawing parallels between the safety measures in online transactions and the confidence Razorpay instils, each ad is a visual and narrative masterpiece with a unique twist, capturing attention, while underscoring the importance of a secure payment experience.”
Campaign India

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