Brands
Cars24 turns Zomato delivery bags into mobile adverts across Bengaluru
BENGALURU: Bengaluru’s gridlock has found a new purpose. Cars24, the used-car platform, has plastered its branding across thousands of Zomato delivery bags, turning food couriers into roving billboards. The logic is simple: if the city won’t move, let the marketing do the moving.
The partnership transforms everyday delivery bags into brand real estate. With Zomato’s army of riders weaving through traffic and queuing at signals, Cars24 reckons it’s found a captive audience where traditional out-of-home advertising stands still.
“OOH is great. But MOH—moving out of home—is better,” says Cars24 head of creative, content and communication Prachi Sharma. “We had one simple idea: take the brand to the streets in a city that is constantly moving.”
The company frames this as part of a broader hunt for unconventional brand surfaces. Delivery bags today, something else tomorrow. For now, Cars24 is treating the exercise as an experiment, promising to share learnings and impact data once the campaign wraps.
It’s marketing that moves with the traffic—and in Bengaluru, that means it moves very slowly indeed. Which, for advertisers, may be precisely the point.
Second-hand car platform tests “moving OOH” as traffic-choked city becomes captive audience
Brands
Rakesh Menon joins Paytm as avp – lending
Fintech product leader takes on new role after building digital lending, payments and credit products across fintech ecosystem
MUMBAI: Rakesh Menon has joined Paytm as assistant vice president – lending, taking on a new role focused on strengthening the company’s lending and credit products.
Prior to this, Menon worked at Profectus Capital Pvt Ltd as chief manager – payments based financing and digital lending.
At Profectus, he designed and launched digital credit products for merchants with variable cash flows, including overdraft-linked and revenue-share lending models. He led end-to-end LOS–LMS API integrations with payment partners and aggregators, enabling real-time underwriting, disbursal and repayment workflows.
He also worked on funnel optimisation initiatives using journey analytics, improving onboarding, KYC and disbursal conversion by 35 per cent. He developed ecosystem partnerships for transaction-data-based credit assessment and automated settlement systems, and collaborated with credit and data science teams to strengthen risk models and early delinquency detection.
Menon standardised partner onboarding and API frameworks, reducing go-live timelines by 40 per cent and improving digital scalability.
Before Profectus Capital, he worked at PayU as senior manager – presales lead – enterprise business from August 2022 to August 2023. He set up a national presales function for fintech and digital commerce clients, aligning solutions such as EMI, BNPL, BBPS and offer engines to merchant requirements.
He also helped improve conversion rates by around 15 per cent through merchant persona mapping, demo frameworks and structured sales playbooks, working closely with product and go-to-market teams.
From April 2019 to July 2022, Menon served as business unit head – SMB – direct acquisitions at Worldline, where he built the SMB online payments vertical from scratch. The business scaled to Rs 2,500 crore in annual transaction volume, growing at 45 per cent year-on-year.
During this period, he introduced paperless onboarding processes including eKYC and eSign, developed partner dashboards and CRM automation systems, and integrated platforms such as Shopify, WooCommerce and Tally to expand merchant adoption.
Across roles, Menon has worked across digital lending, payments and merchant financing, with experience in product development, ecosystem partnerships, API integrations and fintech-led growth strategies.
At Paytm, he will focus on scaling lending products and strengthening digital credit infrastructure within the company’s financial services ecosystem.
His appointment comes as fintech firms continue to expand their lending and embedded finance offerings in a competitive market.
