Ad Campaigns
NPCI launches UPI awareness campaign in association with payment ecosystem players
MUMBAI: National Payments Corporation of India (NPCI) in association with the payment ecosystem players have co-created an industry campaign “UPI Chalega” to promote UPI as easy, safe, and instant mode of payment. The campaign is aimed to guide users towards the right usage of UPI and help create a habitual change, use of UPI in their daily life. The campaign also focuses on safety aspects while transacting on UPI enabled apps.
The campaign targets the Indian smartphone users to guide them on the ease of using UPI through various use cases where UPI can be used instead of cash or any other payment mode. The campaign targets users across all ages and aims to promote how to safely use UPI. UPI Chalega campaign educates customers about using UPI for their daily expenses such as at the vegetable shop, petrol pumps, restaurants, e-commerce, bill payment, etc.
Campaign’s creative agency Ogilvy & Mather (O&M) has created a relatable character, Mrs Rao, who is the mouthpiece of the brand UPI. Whenever there is a cash crisis at hand, Mrs Rao appears as the voice of reason, and introduces UPI transactions as the simple solution to the problem. In the six TVCs, the story is satirically narrated by Mrs Rao who gently reprimands the viewers for their faith in the old ways of buying things and splitting bills. The ad films end on an instructive note, ‘Batwe ke jagah mobile nikalo; len den ki nai aadat dalo’.
The 360-degree campaign uses various media channels like television, cinema, outdoor, digital and radio to drive the traffic to UPIChalega.com microsite. This microsite has TVCs, ‘how to’ videos about using UPI safely, information about live banks and third party Apps as well as social feeds among other information. From Registration process, what’s a UPI id, pin change, complaint redressal, sending money, PIN secrecy to the uniform UPI payment page that users should always remember, the campaign covers everything in the how to videos in UPIChalega.com microsite.
NPCI COO Praveena Rai said, “We are excited to announce the launch of “UPI Chalega” campaign. We believe this campaign has extreme potential to educate users, exponentially accelerate the adoption rate of digital payments and support our vision of a less-cash payments economy. We are happy to associate with our member banks, payment service providers and third party Apps and design this fun-filled and educational UPI awareness campaign. We hope the highlight of our campaign, Mrs. Rao, would motivate customers to shift to easy and safe UPI payments and restrict the usage of cash.”
SBI DMD strategy and chief digital officer Swaminathan J said, “SBI as a founding member of NPCI is happy to be a part of FLAC (Financial Literacy & Awareness Campaign) committee to create awareness and increase the adoption of UPI. Over the years, endeavor of SBI has been to promote safe and convenient digital payment methods including UPI among its customers. It is important for the payment eco-system to constantly educate and inform customers about UPI as the simple, instant and one of the most secure modes of payment methods in the country.”
FLAC (Financial Literacy and Awareness Campaign) Committee chairman and Kotak Mahindra Group CMO Karthi Marshan said, “This is possibly the first time that banking, payments and fintech players are coming together with NPCI to promote safe usage of UPI via a massive multi-media campaign that aims to provoke interest as well as educate in an engaging manner. It’s been a privilege for me to work with my peers and NPCI in championing this truly important agenda, of leading India to a less cash, more digital economy. Digital money is the simplest alternative to carrying cash. And it’s safer. But most consumers aren’t aware of that. They still rely on cash for most of their transactions. We wanted to come up with a simple creative solution that encourages behaviour change. Our message – UPI chalega – is a short and effective trigger.”
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.
