MAM
BharatPe ropes in Suresh Raina as brand ambassador
NEW DELHI- Suresh Raina is ready to play for Chennai Super Kings (CSK) in the United Arab Emirates for the Indian Premier League (IPL) 2020. Meanwhile, he has been appointed as the brand ambassador for the fintech platform BharatPe. Before flying off to UAE, Raina has decided to shoot for the brand’s promotional campaign.
Raina who had announced his retirement from the international cricket along with MS Dhoni, uploaded the video of the promotional shoot.
Earlier in the month of March, flush with Rs 535 crore ($75 million) Series C funding, BharatPe had announced its plans to sign 11 Indian national cricketers as its brand ambassadors. Some of these cricketers are Rohit Sharma, KL Rahul, Suresh Raina, Ravindra Jadeja, Jasprit Bumrah, Sanju Samson, Mohammed Shami, Yuzvendra Chahal, and Shubham Gill.
However, due to the novel coronavirus, the Delhi based platform could not start any activity with the signed cricketers.
Prime Minister Narendra Modi also highlighted Raina's contribution in the 2011 World Cup triumph, saying the all-rounder had always been a team man. Modi said Raina’s name is ‘synonymous’ with ‘team spirit’.
Co-founded in 2018 by Ashneer Grover and Shashvat Nakrani, the startup is working towards driving the adoption of UPI among merchants, as well as providing them with working capital loans.
Brands
Summercool signs 10-episode Teen Taal podcast deal as presenting sponsor
Brand taps content-led marketing with seamless integrations on Aaj Tak show
NEW DELHI: Summercool Coolers has partnered with Teen Taal as the presenting sponsor for a 10-episode podcast series, marking its push into content-led marketing as brands increasingly look beyond traditional advertising formats.
The collaboration with Aaj Tak, part of the India Today Group, aims to tap into the growing influence of podcasts as high-attention platforms where audiences engage more deeply with content.
Instead of standard ad slots, the partnership leans on a content-first approach, with Summercool integrated directly into the show’s environment through studio branding, contextual mentions and visual cues. The idea is simple: be part of the conversation, not a break from it.
Early signs suggest the strategy is working. In the opening episode, the brand is woven into the discussion without interrupting the flow, offering a more natural recall compared to conventional advertising bursts.
Summercool Coolers director finance Abhishek Gupta said, “This partnership reflects our belief in engaging audiences where they are most attentive. By integrating naturally within a compelling storytelling format like Teen Taal, we are able to create authentic connections and drive organic engagement.”
Echoing this, India Today Group Digital CEO Salil Kumar said, “Podcasts today are not just content formats, they are high-attention environments. With Teen Taal, we’ve created a space where brands can participate in conversations, not interrupt them.”
Hosted by Kamlesh Singh, Kuldeep Mishra and Asif Khan, Teen Taal has built a loyal following for its mix of humour, satire and sharp takes on current affairs and everyday culture. That easy, conversational tone makes it a natural fit for brands seeking relevance without being overly intrusive.
With the first episode already live across platforms such as YouTube, Spotify and JioSaavn, the series offers a glimpse into how storytelling and subtle branding can go hand in hand. For Summercool, it is less about cooling the air and more about warming up to a new way of reaching audiences.
