Stories
How Fintech Powerhouse Adyen Is Making Itself Unmissable in India
- •Global fintech giant Adyen is launching its first major brand campaign in India using an innovative B2C2B strategic framework.
- •The campaign centers around the premise "Chances are, you’ve already met Adyen," connecting everyday digital habits with enterprise reliability.
- •By targeting enterprise decision-makers in their civilian lives as consumers, Adyen builds emotional equity and brand trust.
- •The strategy leverages social proof from popular consumer brands to demystify complex enterprise software and simplify procurement conversations.
- •Rupa Mittal, Country Marketing Lead for India, emphasizes that enterprise leaders expect the same seamless payment experiences they enjoy as consumers.
Key Questions Answered
Adyen's first major brand campaign in India is anchored on the premise "Chances are, you’ve already met Adyen" and utilizes a B2C2B strategic framework. By showing everyday consumers that Adyen powers their daily digital rituals, the company builds the familiarity and trust needed to win over enterprise boardrooms.
The B2C2B approach demystifies the brand by grounding Adyen's capabilities in familiar consumer-facing services like Spotify and Microsoft. Because enterprise decision-makers are consumers first, catching them through relatable storytelling builds positive emotional equity and smooths corporate procurement conversations.
Adyen received authorisation from the Reserve Bank of India in 2024 to operate as a payment aggregator for both domestic and cross-border transactions. Its local acquiring solution went live in mid-2024, supporting rupee payments through UPI, RuPay, and international card networks.
