{"id":29169,"date":"2025-04-14T15:48:32","date_gmt":"2025-04-14T10:18:32","guid":{"rendered":"https:\/\/blogrevamp.cashfree.com\/?p=29169"},"modified":"2025-04-14T15:49:20","modified_gmt":"2025-04-14T10:19:20","slug":"move-fast-cashfree-payments-core-values","status":"publish","type":"post","link":"https:\/\/blogrevamp.cashfree.com\/move-fast-cashfree-payments-core-values\/","title":{"rendered":"How MOVE FAST Reinforced What Cashfree Payments Stands For"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a8f75a452b3d\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #364250;color:#364250\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #364250;color:#364250\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a8f75a452b3d\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogrevamp.cashfree.com\/move-fast-cashfree-payments-core-values\/#The_Idea_Defining_the_message\" >The Idea: Defining the message<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogrevamp.cashfree.com\/move-fast-cashfree-payments-core-values\/#Making_Speed_Visual_Designing_MOVE_FAST\" >Making Speed Visual: Designing MOVE FAST<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogrevamp.cashfree.com\/move-fast-cashfree-payments-core-values\/#Channel_Strategy_Where_Speed_Meets_Impact\" >Channel Strategy: Where Speed Meets Impact<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogrevamp.cashfree.com\/move-fast-cashfree-payments-core-values\/#Executing_at_Speed_True_to_the_Message\" >Executing at Speed: True to the Message<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogrevamp.cashfree.com\/move-fast-cashfree-payments-core-values\/#More_Than_a_Slogan_Embedding_MOVE_FAST_in_Our_Culture\" >More Than a Slogan: Embedding MOVE FAST in Our Culture<\/a><\/li><\/ul><\/nav><\/div>\n\n<p class=\"wp-block-paragraph\">Digital payments are the language of growth for businesses. At Cashfree Payments, we help merchants of all sizes and sectors stay ahead of the curve through best-in-class products and payments tech that is tailored to their specific needs. Through our partnership, merchants focus on what they do best &#8211; growing their businesses &#8211; while we take care of the rest.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But how do you tell that story to the world? How do you capture a philosophy of speed and agility in a way that not only piques interest but also feels authentic to who we are?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s where MOVE FAST began, as a vision to showcase a bolder, sharper and more dynamic Cashfree Payments. What followed was one of our most ambitious brand campaigns, and here\u2019s the story of how our teams came together to bring it to life. Led by the incredible effort of our in-house marketing team, MOVE FAST &#8211; our tagline, philosophy and core identity &#8211; is now synonymous with all things Cashfree.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s the story of the team who made it possible.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Idea_Defining_the_message\"><\/span><strong>The Idea: Defining the message<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For <strong>Aditi Olemann, Senior Director of Marketing<\/strong>, MOVE FAST was about much more than a tagline.<em> <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Aditi adds<\/strong>, <em>\u201cDistilling the idea of MOVE FAST into a campaign started from singling out our core strengths \u2014 faster payments, faster onboarding for merchants, and faster resolution times.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But beyond the product, we wanted to show the world what we stand for as a brand. <strong>Nishat Farhat, our Associate Director of Brand Marketing<\/strong>, puts it simply, <em>\u201cWe wanted a campaign that stood out. We aimed for a bold, high-energy story anchored by a celebrity who truly reflects our brand\u2019s agility.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Choosing Rajkummar Rao as our ambassador to help us share this message was just the move to lock this in.<em> \u201cRajkummar is relatable, trustworthy, and dependable. These are the qualities we stand for as a brand,\u201d<\/em> <strong>says Aditi.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Making_Speed_Visual_Designing_MOVE_FAST\"><\/span><strong>Making Speed Visual: Designing MOVE FAST<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Once the core narrative was in place, the next challenge was to visually bring speed to life without falling into clich\u00e9s. This is where <strong>Samir Bellare, Senior Director of Design<\/strong>, and his team played a crucial role.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Early explorations included fast animals, lightning, jets, and bullet trains. But the breakthrough came when the team landed on streaks of speed combined with neon-bright backgrounds, creating a bold yet modern look that could cut through noise. <em>\u201cIt was about making sure Rajkummar stood out while keeping the brand energetic. The neon worked beautifully with Cashfree\u2019s color palette, and we used big, bold typography to make a statement,\u201d<\/em> <strong>Samir explains.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This balance of sharp, clean design and a high-energy vibe carried through everything from the website to outdoor hoardings. <em>\u201cFor outdoor hoardings, we knew people had just seconds to take in the message so we kept it super simple. A familiar search bar, with simple words like&nbsp; \u2018Fastest Payment Gateway\u2019 and our logo in a big, bold way. That was all it needed,\u201d <\/em><strong>he adds.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Channel_Strategy_Where_Speed_Meets_Impact\"><\/span><strong>Channel Strategy: Where Speed Meets Impact<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With a strong creative direction in place, the next step was getting the message out to the right audience at the right time. Here, Nishat emphasises the importance of an integrated media plan. <em>\u201cWe built a video-heavy storytelling approach for awareness, and impact properties for recall. Each channel was chosen strategically to ensure our story reached businesses at different stages of their journey,\u201d <\/em><strong>Nishat explains.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The team went beyond just mass reach. <em>\u201cBeyond the brand film, we created a multi-touchpoint approach to make sure MOVE FAST resonated all along the purchase journey,\u201d <\/em><strong>she adds.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Aditi <\/strong>also highlights the need to be strategic with the media mix.<em> \u201cWhen it came down to the execution it wasn\u2019t about being everywhere. Rather it was about choosing the channels that mattered the most. We blended online platforms with offline OOH advertising to create a presence that was sharp and targeted,\u201d<\/em> <strong>she says.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Executing_at_Speed_True_to_the_Message\"><\/span><strong>Executing at Speed: True to the Message<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bringing the MOVE FAST message to life was also about moving fast ourselves! A campaign of this scale required quick thinking, collaboration, and agility, especially when things didn\u2019t go as planned.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One of the def<em>ining moments came when the team had to finalise hoarding creatives just a day before rollout. \u201cDespite multiple iterations, just before the launch nothing felt right. So, teams from brand, design, and media came together and quite literally \u2018moved fast\u2019 \u2014 ideating and executing overnight. By morning, our OOH went live with creatives we were proud of,\u201d <\/em><strong>shares Nishat.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kumar Anubhav, Associate Director of Digital Marketing<\/strong>, reflects on how his team focused on native advertising and creative formats that matched today\u2019s digital behavior. <em>\u201cWe tried storytelling formats and interactive surveys on platforms where we knew we\u2019d find the right audience. These allowed us to engage without feeling pushy, which is important when consumers are smart and attuned to digital storytelling,\u201d<\/em> <strong>Anubhav shares.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"More_Than_a_Slogan_Embedding_MOVE_FAST_in_Our_Culture\"><\/span><strong>More Than a Slogan: Embedding MOVE FAST in Our Culture<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">From the start, MOVE FAST was never meant to be just an external message \u2014 it was a company-wide philosophy. This internal alignment, <strong>Aditi believes<\/strong>, was essential to making the campaign real.<em> \u201cThis wasn\u2019t just about telling a story it was about doubling down on our promise to customers. MOVE FAST is a part of who we are,\u201d <\/em><strong>she says<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As the campaign wrapped, its impact stays ever-present.<em> \u201cMOVE FAST is our strategic edge in fintech,\u201d<\/em> <strong>Nishat reflects<\/strong>. <em>\u201cAs the landscape grows, our ability to move fast in transactions, decision-making, and customer experience will define us. We are built for speed. And we\u2019re just getting started.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For <strong>Aditi<\/strong>, the campaign also set a new standard for future brand work.<em> \u201cWe built an end-to-end playbook that gave us clarity at every stage from pre-launch, launch, and post-launch. It\u2019s now a framework for everything we do going forward,\u201d<\/em> <strong>she shares<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From the first brainstorm to Rajkummar Rao lighting up billboards, MOVE FAST was a campaign built on the very philosophy it set out to share \u2014 speed, agility, and purpose.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re someone who loves building at speed, come join us. Explore careers at Cashfree Payments <a href=\"https:\/\/www.cashfree.com\/careers\/?utm_source=Social&amp;utm_medium=Instagram&amp;utm_campaign=why-join-cashfree-videos\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digital payments are the language of growth for businesses. At Cashfree Payments, we help merchants of all sizes and sectors stay ahead of the curve through best-in-class products and payments tech that is tailored to their specific needs. Through our partnership, merchants focus on what they do best &#8211; growing their businesses &#8211; while we<\/p>\n","protected":false},"author":108,"featured_media":29170,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_themeisle_gutenberg_block_has_review":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[4757],"tags":[],"class_list":["post-29169","post","type-post","status-publish","format-standard","has-post-thumbnail","category-lifecashfree"],"acf":[],"yoast_head":"<!-- This site is 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