Marketing Featured South Asia

Razorpay’s new ad speaks to founders about the joys of automated payroll management

India — Razorpay, a full-stack financial solutions company, has collaborated with the Indian clean label food brand, The Whole Truth Foods (TWT), for its latest and unique RazorpayX Payroll campaign.

The first-of-its-kind campaign will see Shashank Mehta, founder and CEO of TWT, feature in one of its ads, making it the first time a start-up founder, who has been the face of his own brand, be featured in an ad of another brand.

The objective of this minute-long RazorpayX Payroll ad is to build awareness about the ease and benefits of automating payroll management. Managing payroll compliance is one of the top significant issues faced by business owners. This campaign is an effort to make entrepreneurs aware that while starting up in itself is hard, their payroll and compliance shouldn’t be.

Razorpay has collaborated with 6 prominent startup founders, possibly making it India’s first-ever payroll marketing campaign, designed for founders and by founders, narrating real-life challenges they face at the end of every month around managing payroll compliance. All the founders shot the ads purely on goodwill, and strong trust in RazorpayX’s mission, that is – simplifying banking for businesses.

The second phase of the campaign will be live across 11 cities such as Bangalore, Mumbai, Delhi, Chennai, and Hyderabad, to name a few. Additionally, it will feature other founders namely Ankur Warikoo, founder of, Ragini Das, co-founder of Leap.Club, Awais Ahmed, founder and CEO of Pixxel, and more.

Gaurav Ramdev, head of marketing for RazorpayX, said, “A big shout out to all the 6 founders who featured in this campaign and our creative partners, Talented, led by PG Aditya for bringing this to life in such a unique, light-hearted and fascinating manner.”

Meanwhile, Mehta said he started The Whole Truth Foods in response to the caveat emptor style of marketing where one could get away with the minimum amount of truth that was legally defensible and that wanted to tell people, the whole truth, and let them decide for themselves.”

“So, it just felt like another moment of sharing the whole truth with the world when Razorpay reached out to me with an idea to share my genuine appreciation for their product. We have been customers almost right from the beginning and I have unlocked so much time that I have productively spent in building what I love because of RazorpayX Payroll. They have an amazing product and a great team and it has been a pleasure working with them, both as a customer and an endorser,” Mehta said.