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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.”