Ad Campaigns
RuPay launches ‘RuPay Credit Card on UPI’ campaign for IPL 2023
Mumbai: National Payments Corporation of India (NPCI) in partnership with the Indian Premier League (IPL) kicks-off the 2023 season with ‘RuPay Credit Card on UPI’ campaign that has been conceptualised by DDB Mudra Group. The campaign focuses on creating greater customer awareness of the game-changing product offering from NPCI which allows users to access their RuPay credit cards through the UPI platform.
The opening day of the season features Dinesh Karthik in a humorous advertisement highlighting the benefits of RuPay credit card linkage on UPI, encouraging the viewers to ask their bank for the same. Additionally, as part of the campaign, three other films developed by DDB Mudra Group will also be released throughout the league season.
This seminal development will provide customers with the best of both worlds, integrating the reliability and convenience of UPI with the unmatched incentives that the feature has to offer, thereby creating an unrivaled consumer experience. The films playfully describe how customers will be able to use UPI, while also enjoying rewards and the loyalty points program of their favorite credit card.
The use of this card is live on cards issued by HDFC Bank, BoB Financial Services, Canara Bank, Indian Bank, Punjab National Bank, Union Bank of India, and Axis Bank. Other banks like Kotak Mahindra Bank shall soon be live with their UPI functionality on RuPay credit cards in a few days. Currently, the UPI apps offering this service are BHIM, MobiKwik, Paytm, Slice and PhonePe.
Commenting on the campaign, NPCI COO Praveena Rai said, “We, at NPCI, are proud to share this path-defining offering of RuPay Credit Cards on UPI and believe it would play a significant role in India’s credit journey. We have always looked to create innovative products facilitating convenience for better payments systems for the nation. Our partnership with IPL, just like the partnership between RuPay and UPI, will amplify our efforts in consumer awareness on the benefits of having access to credit on UPI. The RuPay campaign is witty and breaks clutter. We hope consumers enjoy the ads, as they do IPL.”
DDB Mudra Group CCO & executive director Rahul Mathew said, “RuPay is the first credit card that allows you to pay through UPI. It’s such a breakthrough and disruption in the category. We felt a product that’s so differentiated and is a standout, needs work that is the same.”
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.
