Mumbai, March 2 -- BharatPe CEO Nalin Negi has underlined the company's long-term association with Indian cricket captain Rohit Sharma, describing the partnership as a strategic and enduring brand collaboration rather than a short-term endorsement.

"You have to keep a brand ambassador, and you have to stay with that person for a long period of time. Rohit is great. He's a well-known figure. Everybody in India knows him. Everybody in India recognises him. And it's a great pleasure to be associated with someone as great as Rohit," Negi told ANI.

He added that the partnership has extended over several years and multiple campaigns. "We are so lucky that this partnership has spanned not just one or two events, but it's been there for years. ...