Pay10’s new ambassadors signal strategic brand pivot in fintech
Pay10, the digital payments company aiming to become a key player in India’s fast-growing fintech market, has announced the appointment of cricket legend Virat Kohli and actor-producer Anushka Sharma as its global brand ambassadors. The move is a major step in the company’s efforts to elevate its visibility and credibility as it prepares to roll out a new UPI-enabled payments platform.
With this announcement, Pay10 is aligning itself with two of India’s most influential public figures, leveraging their vast reach and trusted personal brands to amplify its own narrative of innovation, trust, and consumer-first digital solutions. The couple’s combined social media following exceeds 500 million, offering Pay10 an unparalleled platform to connect with diverse audiences across geographies and demographics.
Driving trust, scale, and innovation through celebrity partnership
Speaking about the brand alignment, Prabhpreet Singh Gill, Chairman of Pay10, said in an official statement, “Pay10 is building a brand for the next generation of digital finance, one that is innovative and highly trusted. Virat and Anushka embody these same qualities. His discipline, performance, and passion, and her creativity, authenticity, and entrepreneurial spirit together make them ideal brand ambassadors to tell our story as we launch the Pay10 brand.”
The company’s upcoming product rollout includes an integrated digital payments platform offering UPI services, stored-value wallets, merchant solutions, and QR-based systems — all designed to offer seamless, secure, and interoperable transaction experiences.
Amplifying Pay10’s market positioning through star power
Virat Kohli and Anushka Sharma are no strangers to joint brand endorsements, having previously worked together with brands such as Blue Tribe, Myntra, Livspace, and Shyam Steel. Their credibility, wide appeal, and proven ability to drive consumer engagement across categories make them a natural fit for Pay10’s growth strategy.
In an official statement, Virat Kohli shared his enthusiasm for the collaboration, saying,
“Pay10 is transforming digital payments by setting new standards for innovation, trust, and excellence. I’m proud to support a brand that shares my commitment to constantly pushing boundaries and striving for world-class performance.”
Anushka Sharma echoed similar sentiments in her own statement, noting the importance of ease and reliability in today’s payment systems:
“Payments with Pay10 are smooth and secure, giving businesses and their customers convenience, speed, and trust. I understand how important it is to have reliable payment solutions that make every transaction effortless.”
Expanding reach in a booming digital payments ecosystem
The timing of this partnership comes as India’s digital payments sector experiences exponential growth. Unified Payments Interface (UPI) transactions have surpassed 14 billion transfers per month, making India one of the largest digital transaction ecosystems globally. Pay10’s entry into this space with a high-profile ambassador duo signals its ambitions to compete at the top tier of the market.
In addition to consumer payments, Pay10 aims to empower small and medium enterprises (SMEs) by offering tools that help businesses operate effectively in a digital-first economy. Its Alternative Payment Methods (APMs) platform integrates remittance services, cross-border payments, and dynamic QR-driven transactions into one cohesive solution, all designed to serve both merchant and customer needs.
With Virat Kohli and Anushka Sharma at the helm of its brand strategy, Pay10 is positioning itself for a phase of accelerated expansion, increased consumer trust, and deeper engagement across India’s digital financial landscape.
