The way to Indians’ wallet is through cricket. Just ask PhonePe
Cricket is a religion in India, and digital payments major PhonePe knows it better than anyone.
The secret sauce for the success of the Walmart-backed company, which has lately been breathing down rival Paytm’s neck, is cricket sponsorships.
PhonePe first invested its marketing spends into cricket in mid-2018 with the Asia Cup. After seeing a positive response, it upped cricket-related advertisements, the Flipkart-owned brand told Quartz.
The game-changer, though, was the Ind...