Unlimit a global fintech brand which also operates in India, has announced the appointment of actor, producer, and entrepreneur Simu Liu as its first global brand ambassador. 

Liu is best known for his role as Shang-Chi in the Marvel Cinematic Universe. The actor, a business school graduate, is an entrepreneur and chief content officer for dumplings company MiLa. His multicultural, international upbringing, determination, and entrepreneurial mindset made him the perfect brand fit for Unlimit.

The Chinese-Canadian actor is also featured in the brand's ad campaign which consists of a film. The film showcases that when it comes to business it is important to choose the “right” partner in payments and allow customers the freedom to pay any way they want, anywhere they want. It depicts Liu navigating the different stages of film and television production and demonstrates how versatility can help people make the right choices when aiming for success. While doing this he highlights various business use cases, showing how Unlimit can tackle different payment challenges all over the globe thanks to its vast payment infrastructure and portfolio of 1000+ payment methods.

The campaign has gone live across the APAC, EMEA, UK, and LATAM regions and will continue running across various digital channels for the remainder of 2025. It went live on 3 March. 

The ad was produced by Paradox House Creative and directed by Oscar-winner Joachim Back. 

In addition to the digital launch of the ad, which will consist of multiple strands of activity, including digital takeovers, social media activations, digital and event advertising, and social competitions, as Unlimit’s global brand ambassador, Liu will also take part in the offline phase of the launch scheduled in Q2 2025.

Kirill Eves, CEO and founder, Unlimit, said, “Simu Liu is an extremely versatile actor, entrepreneur, and producer. His multicultural, international upbringing, determination, and entrepreneurial mindset make him a symbol of everything that Unlimit represents; he is the perfect choice as our first-ever brand ambassador. This campaign underlines our commitment to continue evolving our product line and payment offering worldwide so that we remain a reliable partner and go-to choice for payments for businesses of all sizes and verticals, all over the globe.”