The way to Indians’ wallet is through cricket. Just ask PhonePe

Jan 16, 2020 - Quartz

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...