Establishing UPI as the leading digital payments platform across India.

Changing the way a nation pays

We created a 360 degree digital campaign to promote UPI as the preferred option for digital payments. Through a mix of various media channels, such as Social Media, High Impact, Influencers and more, we were able to secure the 'UPI Chalega' campaign 315 million views and over 1 billion impressions.

In the midst of our campaign however, India went under lockdown due to the Covid-19 pandemic. Undeterred, we swiftly transformed the 'UPI Chalega' campaign into the 'Pay Safe India' campaign, with the core communication focus shifting to how UPI can help keep people safe and secure from exposure through physical payments. This new campaign helped drive UPI usage across the country, with the campaign achieving nearly 200 million impressions.

Leveraged national icons

We aimed to build a campaign that was built on 4 key pillars - responsibility, safety, functionality and simplicity. We leveraged national icons like Virat Kohli, Ranveer singh, Ayushmann Khurrana, Dulquer Salman, and Saina Nehwal. Celebrities performed 2x better than their usual content and the large scale micro influencer campaigns garnered 3x better engagement than past content.