Ad Campaigns
National Payments Corp launches campaign for its Rupay mobility card
MUMBAI: It’s bringing out all its aces in a bid to create awareness and boost adoption of its card. Retail payment and settlement body National Payments Corp of India (NPCI) has launched a campaign, “RuPay On-The-Go,” which is promoting its pre-paid RuPay National Common Mobility Card (NCMC). This campaign showcases the RuPay NCMC as the ultimate payment solution for seamless transit, offering unmatched speed, convenience, and user-friendliness.
The RuPay NCMC is a payment solution that addresses the challenges of India’s transit ticketing systems. With its unified, open-loop, and interoperable design, the card consolidates payments for metro, bus, tolls, parking, and retail into a single, seamless solution. With the stored value function, travelers enjoy swift, offline transactions, ensuring a quick and uninterrupted journey, even without internet connectivity. The card can be used for travel on metros in cities like Mumbai, Delhi, Bengaluru, Chennai, Ahmedabad, and Kanpur, as well as bus services in cities like Mumbai, Guwahati, Haryana, Jammu, Srinagar, Himachal and Aurangabad.
The RuPay On-The-Go new ad uses a clever tactic asking users to flip the ad which has two cards featured upside alongside each other to clearly communicate that it’s easy to use across different modes of transport. It highlights RuPay NCMC’s role as the ideal companion for dynamic individuals who value time and efficiency through its multimodal utility across metros and buses. The contactless symbol on RuPay cards reinforces its association with public transit, while the card’s versatility as both a transit and payment solution, cements its position as a go-to choice for modern, on-the-move lifestyles.
NPCI chief of products Kunal Kalawatia highlights that the card offers a quick and convenient transit payment solution.He adds: “It’s not just a payment method, it’s a lifestyle enabler. Designed for those who push boundaries and demand more from every moment, this campaign positions RuPay as the perfect partner for efficient and seamless transit. By expanding this contactless payment option across metros and buses, we are committed to making the daily commute smoother for millions across the country.”
NPCI is the leading authority for retail payments and settlement systems in the country, having revolutionised the way payments are made with its robust infrastructure and innovative products like RuPay, IMPS, UPI, BHIM, AePS, NETC, and Bharat Connect.
For further information on obtaining a RuPay NCMC, users can visit participating banks, metro stations, or designated transport offices to get started on their seamless transit journey.
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.
