BharatPe names Shilpi Kapoor as head of marketing

Kapoor joins BharatPe from Airtel Payments Bank, where she served as the chief marketing officer and played a pivotal role in positioning the bank as one of India’s leading digital banking institutions. She led the creation of the “Safe Second Account” category, scaled monthly transacting users to 100+ million, and drove strong customer acquisition, brand trust and digital engagement.

With over 20 years of experience, Kapoor has held senior leadership roles across major brands including American Express, Renault, Godfrey Phillips, Bharti Airtel, and Coca-Cola. Her expertise spans brand launches, digital and data-driven marketing, consumer insights, market expansion, and building engagement-first brand ecosystems. At American Express, she led the landmark “Don’t Live Life Without It” campaign in India; at Renault, she drove the successful launch of Renault KWID and led integrated campaigns that built category-leading brand recall.Speaking on the appointment, Nalin Negi, chief executive officer, BharatPe, said, “BharatPe is focused on building a financial ecosystem that is trusted, digital-first, and deeply relevant to both merchants and consumers. Shilpi’s experience in scaling high-impact brands will help sharpen our narrative, deepen engagement, and accelerate our next phase of growth.”Commenting on her appointment, Kapoor said, “BharatPe has played a pivotal role in shaping digital commerce in India, and the opportunity ahead is tremendous. My focus will be on building a brand that is trusted, relevant, and culturally rooted — one that empowers millions of merchants and consumers and strengthens BharatPe’s position as a financial growth partner across India.”