With the Indian market fooded with overseas players, there was a considerable lack of awareness around RuPay, India’s first Debit and Credit Card Network. Our task clearly was to build an aspirational brand for new customers by creating an ask for RuPay cards. While also making RuPay the user’s top-of-wallet card

We started by devising a unique strategy followed by an interesting campaign that showcased RuPay Cards’ high-end offers by leveraging the cosmopolitan appeal of category-specific celebrity infuencers. We created two digital properties - RuPay Travel Tales and RuPay Foodie Files, to promote the brand’s food and travel offers. An Always-On infuencer campaign structured around key events was also created to remain in the consumer’s consciousness throughout the period of the campaign.

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15K+ tweets, 32M+ impressions and a reach of over 28M later, we created a hugely successful campaign. With three Twitter trends across 3 months, we also produced content with six celebrities in the form of tweets and videos, and also had participation from 300+ mass influencers and 25+ verified Twitter handles.

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