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.