Context
RazorpayX, Razorpay’s neobanking platform, had grown rapidly — helping businesses automate payroll, vendor payments, payouts, and finance operations. As the user base expanded, a key insight emerged:
Many power users were utilizing only a fraction of RazorpayX’s capabilities.
Overview
There was an opportunity to celebrate RazorpayX champions (power users) while educating them and others about the full range of features available — without making it feel like a dry product tutorial.
The brand team decided to create a high-energy explainer campaign that would feel aspirational, exciting, and easy to grasp, especially for founders, CFOs, and ops heads.
Task
Create a dynamic explainer video that:
- Showcases the power and flexibility of RazorpayX in a story-driven, visual way
- Celebrates power users for how they maximize the platform
- Educates existing users on how they can unlock more potential with new and existing features
- Drives increased product engagement and feature adoption post-campaign
Tone
- Empowering, Crisp, Innovative — not instructional or salesy.
Action
To achieve these goals, I took the following steps:
Research & Discovery:
Developed a user-first narrative:
- “What if your finance operations ran at the speed of your ideas?”
Highlighted key features through real-world startup scenarios:
- Payroll automation
- Tax Payements
- Vendor Payouts
Design Execution:
- Produced a 90-second explainer using a sleek, minimal animation style reflecting RazorpayX’s brand aesthetics (deep blue gradients, neon accents, clean data visualizations)
- Used modular scenes, so smaller clips could be repurposed for LinkedIn posts, Instagram Reels, and product emails
- Integrated real-time financing offers based on the user’s product selection.
- Implemented push notifications & reminders for payment due dates.
Results
The campaign delivered remarkable results in both brand perception and feature engagement:
Feature usage uplift
Significant upwords tick in vendor payments (10%), Tax Payments (20%)
- Brand recall
RazorpayX was recognized in multiple LinkedIn posts as the “fintech backend” for modern Indian startups after the campaign.