Marketing Featured South Asia

NPCI’s RuPay launches campaign for IPL 2022 to spotlight benefits of its contactless card

Mumbai, India – The National Payments Corporation of India (NPCI)’s flagship product RuPay has launched its first Indian Premier League (IPL) campaign, ‘RuPay. Be On-The-Go’, aimed at highlighting the benefits of RuPay ON-THE-GO on cards and other convenient form factors such as smartwatches, keychains, and mobile stickers, as well as wristbands.

RuPay ON-THE-GO allows customers to make small and large value transactions at RuPay contactless-enabled PoS from the accessories they use every day and by using their RuPay cards. Living up to its tagline ‘RuPay. Be On-The-Go’, RuPay ON-THE-GO aims to redefine contactless payments and enable instantaneous on-the-go payments.

The campaign, which was conceptualised by advertising agency DDB Mudra, features Indian iconic fast-bowler Ishant Sharma. It includes five clutter-breaking advertisement films released on television, OTT, digital, and social media platforms. The brand has also roped in popular cricket commentator, Harsha Bhogle, and former Indian cricketer, Virender Sehwag, to endorse the campaign on Twitter.

The film revolves around the banter between three characters, including an Umpire struggling with payments, a batsman who knows how incredible RuPay is and takes it upon himself to educate the Umpire on it, and a fierce pacer, Ishant Sharma. It underscores the availability and accessibility of the RuPay cards, and the advertisements highlight that every bank in India is issuing RuPay Debit cards and a large number of banks and prepaid/credit card players are also issuing RuPay Prepaid and Credit cards.

“The film also creates awareness amongst customers to ensure activating their cards for contactless, e-commerce, and international transactions per the regulatory requirements in India,” said DDB Mudra in a press statement.

Marketing Featured South Asia

ASCI flags gaming ad violations in IPL broadcast, reiterates responsible advertising

Mumbai, India — Cricket season is starting to heat up in India, as the Indian Premier League (IPL) has opened once again with its latest season kicking off in March. . With this, brands are now pumped up to make the best of the undivided attention from sports fans, specifically in the online real-money gaming industry, but most of these ads are not being thumbs-upped by ad watchdog Advertising Standards Council of India (ASCI).

In the first week of the IPL alone, ASCI screened 35 ads from the category and identified 14 as being in potential violation of its code. ASCI is scrutinizing TV and OTT ads as well.

In addition, in March alone, 285 social media ads of online real-money gaming companies were identified as being in violation of the ASCI Code.

Manisha Kapoor, CEO and secretary-general of ASCI, said that ASCI is concerned to note that, despite clear guidelines, some online real-money gaming firms are attempting a shortcut. Kapoor added that in an industry that is under significant regulatory scrutiny, such acts by some companies paint the entire industry as irresponsible.

“IPL, being a massive platform, requires responsible behaviour from all parties – including gaming firms, broadcasters, celebrities and ad creators. We hope that all parties play their roles to ensure that consumers are not exposed to misleading advertising,” Kapoor said.

ASCI underscored that in some cases, dubious claims such as ‘India’s biggest 1st prize’ were being made, and in many cases, the disclaimer informing consumers of the risks was flashed very quickly rather than at a normal speaking pace. For others, the advertisements had celebrities acting while the disclaimer was being spoken, distracting consumers from important information about risks. Due to this, The council has urged gaming industry bodies to take up responsibility.

ASCI guidelines on real-money gaming came into effect on December 15, 2020. The guidelines require advertisements to not be aimed at minors, not present gaming as a source of livelihood or link it to success. In addition, the guidelines require all advertisements to carry a prominent disclaimer regarding the risk of financial loss and the addictive nature of such games. These guidelines were backed by the Ministry of Information and Broadcasting, which issued an advisory asking that advertisements adhere to the guidelines.