India – National Payments Corporation of India (NPCI) has teamed up with Enormous Brands for a Republic Day print campaign that turns everyday digital transaction sounds into a symphony of progress.
NPCI’s latest campaign reimagines familiar digital transaction sounds—such as ‘ting, ping, bing’ notifications—into a rendition of ‘Saare Jahan Se Accha.’ The initiative aims to highlight the everyday role of digital payments in India.
The campaign features a print ad that follows the journey of the national flag from its creation to distribution. It integrates mobile devices as key elements of the user experience and uses augmented reality to bring the visuals to life. By turning transaction sounds into a melody, the campaign creates a unique connection between digital payments and national identity.
Published in top-tier outlets, the campaign marks Republic Day by transforming transaction sounds into a unifying melody, showcasing NPCI’s role in India’s progress. Users can scan the QR code on the print ad and move their mobile devices over designated spots to access the interactive experience.
“Our mission has always been to empower India financially. This campaign transforms recognition into resonance by celebrating the familiar sounds of transactions. By turning these sounds into a melody, we’ve created a connection that reflects NPCI’s silent yet significant impact,” said Ramesh Yadav, chief of marketing at NPCI.
“We wanted to honour NPCI’s role in empowering millions. This melody is a song of progress—a celebration of what NPCI silently enables every single day,” added Ketan Shinde, senior creative director at Enormous.
