Ad Campaigns
Navi UPI’s unbelievable growth takes centre stage in new brand campaign
MUMBAI: Navi Technologies Limited, one of India’s fastest-growing financial services companies, unveiled its new brand campaign spotlighting the rapid growth of its flagship payments product Navi UPI.
Titled “Some things grow unbelievably fast”, the campaign highlights Navi UPI’s swift climb to become India’s fastest growing UPI app* in just two years since launch.
The campaign aims to build strong consumer recall and reinforce Navi UPI’s position as a high-performing, home-grown disruptor in the country’s digital payments landscape.
Conceptualised by Sideways, the campaign launched with two tongue-in-cheek TVCs that use surreal, humorous analogies to depict unexpected, rapid transformation – a nod to the pace of Navi UPI’s growth.
Rajiv Naresh, CEO, Navi Technologies, said, “We’ve let Navi UPI’s growth speak for itself until now. This campaign puts a spotlight on that journey and captures our momentum in a way that’s simple and memorable. Navi UPI has reached millions in two years, but what we’re building is bigger – a sustained, fast-scaling payments destination for Indians.”
Abhijit Avasthi, Founder of Sideways, added, “The objective was to stand out with our ads from the other UPI players in the market. The fact that Navi is unlike any other UPI app is the reason why it has grown so fast. After that, it was just a matter of sprinkling some quirk and making something memorable. Having a client that placed their trust in us was the cherry on the cake.”
The campaign launched with high-impact placements on leading OTT platforms JioHotstar and Sony LIV during the India vs. England test match. This is followed by a rich mix across YouTube, digital platforms, print and connected TV properties.
The films serve as the foundation for a broader, multi-phase storytelling rollout over the coming quarter, with a variety of additional assets – including static, video, and contextual formats – to be introduced across digital, offline and ATL channels.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
