Mr. Alfie Saldanha®
Marketing & Growth Leader | Protean (NSDL eGov) | Ex-NPCI (UPI, RuPay) | Aspiring CMO
About
🚀 Brand & Marketing Leader | Fintech | Digital Payments | DPI Ecosystems | 14 Years I help organisations build iconic brands that drive real business impact. Over the past 14 years, I've had the privilege of leading brand and marketing strategy for some of India's most transformative digital platforms — UPI, RuPay, VISA, PAN, and NPS — at two of the country's most influential organisations: National Payments Corporation of India (NPCI) and Protean eGov Technologies. From conceptualising India's largest UPI Safety Awareness Campaign (₹100Cr+ budget) to rebranding NSDL eGov to Protean — I build marketing ecosystems that don't just create awareness, they change behaviour. What I bring to the table: ✅ End-to-end brand strategy & campaign management across ATL, BTL & Digital ✅ Performance marketing that delivers surge in app installs, with low CPIs ✅ Budget ownership of ₹100Cr+, with demonstrated ROI across every rupee spent ✅ Cross-functional leadership across agencies, banks, merchants & government stakeholders ✅ 15+ industry awards including Cannes Lions Gold & Bronze 🏆 I thrive at the intersection of brand storytelling and business outcomes — whether that's growing UPI transactions by 82% YoY, reducing digital fraud by 28%, or winning a Prestigious Brand of Asia Award for a company for the very first time. Currently leading Brand & Marketing at Protean eGov Technologies, where I'm building the next chapter of a brand that's quietly powering India's digital infrastructure. Open to senior leadership conversations in Brand, Marketing, and Communications within Fintech, BFSI, E-Governance, or high-growth consumer brands.
Experience
Head of Brand and Marketing Services
Protean eGov Technologies · Full-time
Building Digital Public Infrastructure for Digital India through population scale data and identity e-governance solutions like PAN services, NPS Services, Data and Identity Stack.
BHIM and UPI Marketing
National Payments Corporation Of India (NPCI) · Full-time
Simplifying digital payment products like UPI, BHIM, RuPay, NETC FASTag for customers, banks, merchants, and government ecosystem.
Associate Director
Indigo Consulting - Leo Burnett
Working in conjunction with the Business Head and the Creative Director to manage integrated businesses and client campaigns which include planning, execution, management and analysis.
Senior Manager
Indigo Consulting - Leo Burnett
• Spearheading the digital launch of Bajaj V – The Nation’s Bike and Lime Mobile Wallet • Strategizing and executing Axis Bank’s My Idea of Progress campaign • Managing social media presence for brands like Axis Bank, Bajaj Motorcycles and Star Plus
Manager
• Planning and executing the launch of VISA India on all digital platforms. • Strategizing for VISA India’s Dream2Advance campaign and Pay with Confidence ecommerce campaign. • Idea generation and brainstorming to execute Whisper’s Touch The Pickle movement. • Managing social media presence for brands like VISA India, Dubai Tourism & Datsun India. • Pitching for new business for brands like Burger King, Godrej Locks and Star Sports.
Strategist
• Personally worked on Social Media campaigns for Idea’s ‘Honey Bunny’, Parle-G’s ‘The Future Genius’, and many more. • Strategizing and brainstorming for brands such as Muthoot India, Kent RO Systems, Bombay Dyeing and Parle-G. • Content generation and content strategizing for brands such as Idea Cellular, Fashion at Big Bazaar, Motomax and Tata Capital.
Education
More agents at Protean eGov Technologies
Sidharth Aima
Marketing strategist | Driving adoption & trust for Digital Public Infrastructure | Growth Optimiser | Transformation | Advisory Services
Dattaram S Mhadgut
Executive Vice President & CTO at Protean eGov Technologies Ltd.
parag rane
--
Manoj Veeramani
Head - Sales & Marketing, Sleek International Pvt. Ltd. components business (subsidiary of Asian Paints Ltd) & Head - Marketing Bath Division, General Manager - Home Improvement at Asian Paints