Bengaluru, May 20 : Continuing its commitment to champion India’s entrepreneurial spirit, Razorpay, India’s Omnichannel Payments Platform for Businesses, today launched its latest brand campaign, ‘Break to Build’ at India’s Cricket Season. At a time when millions of Indians are tuned in to their screens, Razorpay is leveraging a truly national moment to spotlight the stories of 30 founders from across the country, spanning cities like Bangalore, Surat, Sikar, Mumbai, Pune, Delhi, Hyderabad, Kanpur, and Wayanad, among others. Featuring builders as young as 8 years old to entrepreneurs in their 90s, the campaign reinforces a powerful idea that ambition has no age limit, and building can begin anytime, anywhere. Rooted in the realities of building in India, these journeys reflect the grit, constraints, and ambition that define the country’s entrepreneurial landscape. Through their stories, the campaign celebrates businesses shaping modern India, while inspiring more Indians to move from holding back to building.
Rolled out through a series of films airing across key cricket matches on JioHotstar, the campaign transforms mass viewership into a platform for celebrating Indian entrepreneurship at scale. The campaign features some of India’s most inspiring homegrown brands like MakeMyTrip, Shaadi.com, Rapido, Blue Tokai, Akasa Air,
Ecowala, Kuku, Magicpin, The Sleep Company, Super Tails, Comet, Phool, Lahori Zeera, Indie Wild, Tamannah Fine Jewelry, Palmonas, Avimee Herbal, among others – each representing a new wave of businesses being built for India. The campaign is conceptualised and executed in partnership with Talented, Razorpay’s creative agency.
Brief on the Brand Film & Ads: Celebrating 30 homegrown brands from across India, each film captures a founder confronting and breaking through an excuse, whether it is fear, lack of capital, access, or self-doubt, reinforcing the idea that building in India is more possible than people often believe.
Through culturally rooted storytelling, the 30 films challenge the notion that builders need to have everything figured out before they can start. At the heart of the campaign lies a simple but provocative truth: builders are rarely born experts. They learn by doing, failing, experimenting, and pushing forward despite constraints. The recurring visual of shattering glassware and the label “I’m Not an Expert” turns vulnerability into defiance, reframing inexperience as the starting point of ambition, not a limitation.
The supporting ads carry this thought forward through moments that celebrate action over credentials. Rather than glorifying polished success, the campaign champions everyday Indians who are willing to begin even when they don’t have all the answers.
Links to Founder Ads: Akasa ft. Vinay Dube, Phool ft. Ankit Agarwal, The Sleep Company ft. Priyanka Salot, Libas ft. Sidhant Keshwani, Kuku ft. Lal Chand Bisu, Avimee Herbal ft. 90 years old Radha Krishna Choudhary and Ecowala ft. the youngest entrepreneurs, Sharada Phadke, Nachiketa, Banavathy, and Samudyata Banavathy.
Commenting on the launch, Apuarv Sethi, CMO, Razorpay, said,
“For a long time, entrepreneurship has been admired from a distance. People celebrate businesses once they become successful, but rarely talk about what it actually takes to start – the uncertainty, the hesitation, the fear of not being ready yet. With ‘Break to Build’, we wanted to bring those moments into the spotlight. Not to glorify success, but to make building feel more relatable and accessible. And there’s no bigger stage for that conversation than cricket season in India – a time when the entire country comes together to celebrate grit, belief, and the courage to step up under pressure. Those are the same qualities that define entrepreneurship. We wanted to create something culturally resonant and emotionally honest, rooted in the belief that India’s future will be built when more people decide to take that first step and begin.”
Aravind Sanka, Co-founder, Rapido, said,
“Building a company is never about having all the answers from day one. At Rapido, we have learned by doing, adapting, and growing along the way. We’re excited to collaborate with Razorpay on the ‘Break to Build’ campaign, which celebrates real founder journeys and encourages more people to take the leap and start building.”
Yash Dugar, Brand Strategy, Talented, said,
“Break to Build’ is about the moments before a founder becomes one. Through founders who’ve gone on to build iconic businesses, we showed that they, too, dealt with uncertainty, hesitation, frustration, and plenty of reasons not to start, but did anyway. Sometimes, seeing someone launch a business despite the odds is the courage people need to take the first step themselves. This is for every entrepreneur of tomorrow who is looking for a sign to just start.”
The campaign builds on Razorpay’s effort to bring India’s builders and their stories into the mainstream cultural conversation. If last year was about celebrating bold founders, this year is about what they represent: possibility. By turning founder stories into proof points, Razorpay is using storytelling to make entrepreneurship feel less distant and more within reach for millions across the country.
From founder-first products that simplify money movement and compliance, to initiatives like Backing India’s Boldest, Rize, the Venture Investment Program, Imagined Through AI, and The Next Big Thing, Razorpay continues to invest in the people behind the businesses shaping India’s future.