The National Payments Corporation of India (NPCI) has launched its innovative campaign titled ‘RuPay – Link it, Forget it’ at the Indian Premier League (IPL). Conceptualized by DDB Mudra Group, this campaign aims at increasing awareness of RuPay Credit cards which can be linked to a UPI ID, offering a secure and straightforward way to make payments directly.
The introduction of RuPay Credit Card on UPI is redefining lifestyles, making the act of leaving behind a physical wallet not just a matter of convenience but a modern-day lifestyle choice. The feature’s rapid acceptance and popularity among users demonstrate its impact, with many appreciating the enhanced freedom and security it brings to digital transactions.
Users can now enjoy the simplicity of conducting transactions solely through their mobile phones, a testament to the significant advancement in digital payment solutions.
Featuring the charismatic Shankar Mahadevan among other personalities, the ‘Link It, Forget It’ campaign adds a humorous twist to the notion of leaving your wallet at home. “The ‘Link It, Forget It’ campaign featuring the vibrant Shankar Mahadevan and others, humorously suggests that leaving your wallet at home is no longer a concern. Having a RuPay Credit Card makes your wallet so redundant that you must remember to forget it at home. The Ads bring behaviors to light where characters simply forgot to forget their wallets at home and awkwardness ensued,” NPCI said in a release.
This narrative was woven through with comedic moments which landed a clear call-to-action for the viewer – With RuPay, there’s credit in forgetting the wallet. As part of the campaign, more Ad films will be released throughout the league season.
Ramesh Yadav, Chief Marketing Officer at NPCI, explained that this campaign marks a pivotal transformation in the payment landscape, changing the way credit cards are perceived and utilized. “Through the ‘Link it, Forget it’ campaign, RuPay is not just presenting a different payment method but also positioning itself as simple yet essential go-to choice in the gamut of options available today. The novelty, ease of use, coupled with a rewarding journey on every transaction are what sets the brand apart and makes it more than just a credit car,” he said.
Customers can link RuPay credit cards with their preferred UPI apps including BHIM and enjoy the convenience of UPI alongside the benefits of credit cards. Simply ask for RuPay credit card from your bank to enjoy seamless transactions with UPI.