New Delhi, March 08, 2022: BharatPe, one of India’s fastest-growing Fintech companies, announced the rollout of its latest digital campaign on the occasion of International Women’s Day (IWD). Conceptualized in line with this year’s theme of IWD- Break the Bias- the campaign has been launched around the ICC Women’s Cricket World Cup 2022. The campaign, designed to break the bias around opinions related to women’s shopping habits, will be running for three weeks. The digital film will be running across digital channels including YouTube, Instagram, Facebook, and Hotstar. The company will also be collaborating with various key opinion shapers and drive conversations with the hashtag –NOShOpinion.
This digital film has been designed to communicate that women’s shopping habits aren’t singular or unilateral, but diverse and multi-faceted like their lifestyles and the roles they play in their daily lives. It challenges the notions around women shopping and clearly communicates that women shop whatever they like, whether it’s fashion, fitness, utility or anything else. The film celebrates the women of today- powerful, independent, limitless, and willing to define and live by their own rules. The film ends with the hashtag-#BreakTheBias.
postpe will also be collaborating with women leaders and opinion formers from diverse walks of life to drive home the point of ‘Break The Bias’ and #NoShOpinion further. It has partnered with names like Leesa Mangal Das, Faye D’Souza and Trinethra amongst others who are prominent voices of the new India. Additionally, the company will also be partnering with youth communities like ScoopWhoop.
Speaking on the launch of this new campaign, Mr. Parth Joshi, Chief Marketing Officer, BharatPe, said, “postpe has witnessed a phenomenal response and is the top grossing BNPL product within 3 months of launch. While we have done exceptionally well, BNPL is still a low awareness category and hence, there is a need to create high impact campaigns that can create awareness and in turn, enable us to reach out to new audiences. It is no secret that women are an important cohort for us, both in terms of business volume and brand voice and this new campaign has been designed to tap the young, aspirational and successful women of today. With the powerful message “BreakTheBias, we intend to put an end to biases around a woman’s shopping behaviors. With the #NoShOpionion campaign, we are hopeful of driving relevant conversations across social channels and in turn, increase our brand recall amongst women.”
Added Parth, “postpe is a young and aspirational brand which aims to democratize credit in the country. Being immensely popular amongst Gen Z and younger millennials, we aim to establish it as the most convenient buy now pay later platform, especially for the youth and give them the power to shop limitless and pay for it later. Our first campaign- De Dena Aaram Se, successfully established our product promise and I am hopeful that this campaign will also be well appreciated and add newer consumer voices to our brand sphere.”
Links for the latest digital film:
1- YouTube: https://www.youtube.com/watch?v=Abf8tXdkgVI
2- Instagram: https://www.instagram.com/tv/Cau4eZdhjJj/?utm_medium=copy_link
3- Facebook: https://fb.watch/bBN0MYBAVc/
BharatPe launched postpe in Oct 2021 at the ICC T20 Men’Cricket World Cup in Dubai, where postpe was the Global Sponsor. The app dominated the BNPL space in the first 90 days of its launch and clocked annualized TPV of Rs. 2,400 crores in 3 months of launch. With the postpe app, the company offers interest-free credit limit of up to Rs. 10 Lakhs to its customers. postpe is the first BNPL product to offer universal usage - on QR, card and online. Customers can choose to pay by scanning QR at BharatPe merchant outlets or pay via VISA card for POS and online transactions. Customers can also take money into their bank or send to other postpe customers using the ‘send money’ feature. Additionally, customers can enjoy a host of discounts and offers when using postpe across popular online platforms across industries, including Zomato, Amazon, BookMyShow, Tata Cliq and, EazyDiner.
BharatPe was founded in 2018 with the vision of making financial inclusion a reality for Indian merchants. In 2018, BharatPe launched India’s first UPI interoperable QR code, the first zero MDR payment acceptance service. In 2020, post-Covid, BharatPe also launched India’s only zero MDR card acceptance terminals – BharatSwipe. Currently serving over 80 lakh merchants across 150+ cities, the company is a leader in UPI offline transactions, processing 11 crores+ UPI transactions per month (annualized Transaction Processed Value of US$ 16+ Bn). The company has already facilitated disbursement of loans totaling to over ₹3000 crores to over 300,000 merchants, since launch. BharatPe’s POS business processes payments of over US$ 4 bn annually on its POS machines. It has a network of 1.25 lac+ machines across cities. BharatPe has raised over US$ 650 million in equity and debt, till date. The company’s list of marquee investors includes Tiger Global, Dragoneer Investment Group, Steadfast Capital, Coatue Management, Ribbit Capital, Insight Partners, Steadview Capital, Beenext, Amplo and Sequoia Capital. In June 2021, the company announced the acquisition of PAYBACK India, the country’s largest multi-brand loyalty program company with 100 million+ members. In June 2021, it was also given an in-principle approval by Reserve Bank of India to establish a Small Finance Bank, in partnership with Centrum Financial Services Limited (Centrum), the established and profitable NBFC arm of the Centrum Group. In October 2021, the consortium of Centrum Financial Services Limited (Centrum) and BharatPe, was issued a Small Finance Bank (SFB) license by the Reserve Bank of India (RBI). BharatPe also made its grand entry in the Buy Now Pay Later segment with the launch of postpe in October 2021.