Campaign: Backing India’s Boldest
Brand: Razorpay
Agency: Talented
Why the campaign rocks:
One advertisement that deeply resonated with me is Razorpay’s “Backing India’s Boldest” campaign. Unlike traditional ads that focus on products, features, or celebrities, this campaign placed the spotlight on the real heroes, the D2C founders driving India’s entrepreneurial momentum.
What stood out for me was Razorpay’s conscious choice to step into the background. The ad didn’t push its product or platform. Instead, it amplified the voices of real entrepreneurs, celebrating their courage, belief, and relentless execution. In an industry that often celebrates glamour or scale, this campaign shifted the lens to resilience and ambition.
The approach was raw, real, and respectful of the journey every founder takes. Razorpay wasn’t selling. It was storytelling, and doing it with empathy and elegance.
In a world full of noise, this campaign cut through not by being loud, but by being honest. It reminded all of us in the trenches that we’re not alone and that our stories matter. Razorpay has set a gold standard for how brands can champion their users and build equity without ever showing a product.