New Delhi, March 3 -- BharatPe has launched its latest marketing initiative, the "Super Over" campaign, aimed at driving transaction volumes across its merchant and consumer segments through a strategic association with Indian cricket captain Rohit Sharma.

Shilpi Kapoor, Head of Marketing noted that the primary incentive for participants was the opportunity to meet Sharma, which generated significant engagement for the brand. Kapoor noted that the campaign has performed well for the company by leveraging the widespread appeal of the sportsman to drive digital payment activity.

"At the end of the campaign, you know, the reward was to meet Rohit Sharma himself. So I think that created amazing excitement because it's not every day that you...