Brands
Inside Cashfree Payments’ Move Fast refresh with Aditi Olemann
MUMBAI: Remember the days of frantic scrambles for exact change with rickshaw drivers, the despair of handing over a Rs 500 note, and the resigned sigh when left without small notes? Then came the game-changer: Unified Payments Interface (UPI), India’s very own digital savior, swooping in like Superman to transform not just transactions but lives — everyday payments into seamless, one-tap solutions. Life has since taken a fast track to convenience, where paying for chai or groceries no longer requires mental mathematics.
Fast forward to 2024, India’s fintech market is now a behemoth, estimated at an eye-watering $111.14 billion, with projections soaring to $421.48 billion by 2029 at a CAGR of 30.55 per cent, according to Mordor Intelligence. It’s a story of rapid growth, innovation, and a market ripe with opportunities.
Amid this transformative boom stands Cashfree Payments, a trailblazer reshaping how India transacts. With a bold new tagline, “Move Fast”, and a high-octane marketing campaign featuring the versatile Rajkummar Rao (insights in our exclusive earlier piece), Cashfree Payments is running at full throttle to define the future of payments. In an exclusive conversation with Indian Television’s Sreeyom Sil, Cashfree Payments, head & senior director of marketing, Aditi Olemann, dives deep into the strategy, the vision, and the high stakes behind staying ahead in this competitive space.
From nostalgia to numbers, from convenience to cutting-edge marketing, this tete-a-tete with Olemann is your front-row ticket to behind the scenes of the campaign, offering a glimpse into how the brand is shaping India’s payment future.
Curious?
Read on for a story of speed, strategy, and a little bit of magic in the world of fintech.
Edited excerpts
On the reasons why Cashfree Payments chose “Move Fast” as its new tagline.
Since our inception, we’ve prioritised building a future-proof digital payments ecosystem. Speed, security, and seamlessness have always been at the heart of our operations. Over the past decade, we’ve observed that businesses consistently value speed—whether it’s onboarding, transactions, or resolving issues. “Move Fast” encapsulates our commitment to empowering businesses with the agility they need to thrive. This tagline reflects our vision to be a catalyst for growth in a fast-paced, digital-first economy.
On what led to the selection of Rajkummar Rao – who seems like an unconventional choice for a fintech brand.
Rajkummar Rao exemplifies versatility, reliability, and boldness—qualities that mirror our ethos. His career is a testament to taking calculated risks, challenging norms, and delivering impactful performances. At Cashfree Payments, we strive for the same—redefining the fintech landscape with innovative solutions that solve real-world challenges. Rajkummar’s journey aligns perfectly with our narrative of breaking boundaries to create meaningful change. His dynamic persona brings authenticity and energy to our campaign, making the message resonate deeply with our audience.
On how messages are being tailored to different platforms and channels.
Our multi-channel strategy is designed to engage diverse audiences effectively. Collaborating with OML and our internal teams, we’ve created a campaign spanning OOH, digital, social, and print media. For instance, hoardings in startup hubs like Bangalore, Gurugram, and Mumbai target budding entrepreneurs, while digital and social media focus on engaging tech-savvy audiences. Each channel conveys our core message of “Move Fast” while adapting its tone and delivery to suit specific segments, ensuring maximum recall and impact.
On some behind-the-scenes insights into the making of the corporate film.
The corporate film encapsulates our brand’s promise of empowering businesses with speed and agility. Featuring Rajkummar Rao, it combines high-energy visuals with relatable storytelling to depict real-world business scenarios. Our goal was to create a film that is both informative and engaging. Every aspect, from scripting to visuals, was meticulously crafted to highlight our offerings—seamless onboarding, smooth transactions, and unparalleled support. The film reflects the passion and dedication of our team and beautifully conveys the essence of “Move Fast.”
On the specific challenges Cashfree Payments address for businesses.
Businesses face hurdles like delayed issue resolution, fraud risks, and complex compliance requirements. At Cashfree Payments, we tackle these challenges head-on. Our dedicated support teams ensure industry-leading resolution times, while tools like Risk Shield offer proactive fraud monitoring. Additionally, real-time compliance updates keep businesses ahead of regulatory requirements. Our approach blends cutting-edge technology with personalised service, enabling businesses to resolve issues swiftly and focus on scaling their success.
On how the campaign bridges the gap between startups and large enterprises.
Our solutions cater to over six lakh merchants, ranging from startups to large enterprises. For startups, we emphasise simplicity and speed, providing seamless onboarding and intuitive tools. For larger businesses, we focus on advanced capabilities like payment orchestration and fraud monitoring. The “Move Fast” campaign unifies these offerings under a single, impactful message. By showcasing our adaptability and commitment to all business sizes, we aim to reinforce trust and drive adoption across the spectrum.
On the KPIs that will measure the success of this brand refresh.
In the short term, we are focusing on increased brand recall and consideration. Over the long term, key metrics include adoption rates of new services, customer retention, and revenue growth. These KPIs will help us gauge the campaign’s effectiveness in enhancing visibility and delivering sustained value to the business.
On how the campaign simplifies complex fintech concepts for non-technical stakeholders.
We’ve made a conscious effort to translate technical advantages into tangible outcomes that resonate with all stakeholders. For example, faster settlements improve cash flow, while seamless integrations enhance operational efficiency. The campaign uses real-world scenarios and relatable narratives to demonstrate these benefits, ensuring clarity and impact.
On how the brand refresh prepares Cashfree Payments for long-term growth.
This refresh solidifies our position as an agile and forward-thinking partner in the fintech space. By emphasising speed, reliability, and innovation, we’re well-equipped to navigate regulatory changes, technological advancements, and evolving customer expectations. It’s a strategic step towards ensuring resilience and sustained growth in a competitive digital economy.
Brands
Apple CEO Tim Cook to step down after 15 years, John Ternus to take over
Leadership shake-up sees long-time hardware chief step up from September
CUPERTINO: Apple has confirmed that chief executive officer Tim Cook will step down from his role and transition to executive chairman, with senior vice president of hardware engineering John Ternus set to take over as CEO from September 1, 2026.
The transition, approved unanimously by the board, marks a carefully planned leadership shift at one of the world’s most valuable companies. Cook will remain CEO through the summer, working closely with Ternus to ensure a smooth handover before moving into his new role, where he will continue to support Apple and engage with policymakers globally.
In a memo to employees, Apple CEO Tim Cook reflected on his 15-year tenure, recalling the moment Steve Jobs asked him to step into the role. “It was an emotional and challenging moment for all of us at Apple,” he wrote, adding that the company’s core values, from simplicity and innovation to a commitment to improving lives, remain unchanged.
Explaining his decision, Cook said the company’s strong roadmap and future outlook made this the right time for a transition. “I have never been more optimistic about Apple’s future,” he noted, while announcing Ternus as his successor. He described Ternus as “a visionary in his own right” with “remarkable integrity” and the right leader to guide Apple into its next phase.
Cook said, “John Ternus has the mind of an engineer, the soul of an innovator, and the heart to lead with integrity and with honour.”
Ternus, in his own note to employees, struck a steady, execution-focused tone. Ternus said, “It has been such a privilege to lead the hardware engineering team… I still plan to be very hands-on,” signalling continuity rather than a strategic reset.
As part of the leadership reshuffle, Ternus will step away from leading hardware engineering, with Tom Marieb taking over the role. Marieb will report to Johny Srouji, who assumes an expanded position as chief hardware officer, aligning hardware development more closely with Apple’s silicon and technology teams.
Cook also used his memo to thank employees, calling them “the most remarkable people in the world” and crediting them for building Apple into what it is today. A town hall has been scheduled at the Steve Jobs Theater to discuss the transition further.
The leadership change also sees Arthur Levinson move to the role of lead independent director, while Ternus joins Apple’s board.
Cook’s tenure has been defined by massive growth and expansion, with Apple’s market value rising from around $350 billion in 2011 to $4 trillion, alongside the launch of new product categories and a booming services business. Ternus, a 25-year Apple veteran, has played a central role in shaping the company’s hardware roadmap, from iPhone and Mac to newer innovations in materials and sustainability.
The transition signals a generational shift, but not a dramatic change in direction. If anything, both memos point to continuity, discipline and a belief that Apple’s next chapter will be built on the same values that shaped its last.
