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.

India – To mark Republic Day, Axis Bank has teamed up with AutumnGrey, a Grey company, to introduce a new approach to digital security by rethinking how PINs are created and remembered.

The ‘Devanagari PIN,’ developed by Axis Bank and AutumnGrey, uses a custom-built font that incorporates hidden numbers within the Devanagari script, presenting an innovative approach to digital security rooted in Indian tradition.

This PIN departs from common combinations like birthdates, anniversaries, and patterns, which often leave users vulnerable to fraud. By embedding hidden numbers within the Devanagari script, it acts as a visual mnemonic, making PINs easier to recall while significantly enhancing security.

The Devanagari PIN introduces a unique feature that allows users to convert everyday words, such as a name, mantra, or place, into secure and hard-to-guess PINs. This approach enables the creation of personalised PINs that are easier to remember while enhancing security.

“Innovation doesn’t always mean inventing something new. It can also mean reimagining what we already have. With Devanagari PIN, we’ve transformed a global issue into a distinctly Indian solution. This is creativity with purpose, making banking safer and more personal for millions,” said Anusha Shetty, chairperson and group CEO of Grey India.

Axis Bank users can create their own Devanagari PIN by visiting www.devanagaripin.com.

India – Tata Trusts, one of India’s oldest and most respected non-sectarian philanthropic organisations, partnered with creative agency RepIndia to launch a heartfelt campaign celebrating grassroots progress and bringing to life the transformation of dreams into reality.

Tata Trusts’ Republic Day campaign draws inspiration from the familiar childhood exercise of writing essays about ‘India of my dreams,’ highlighting how aspirations on paper transform into tangible progress when met with action.

Created by RepIndia, the campaign film uses paper cutouts and stop-motion animation, paired with a catchy jingle inspired by nukkad naatak and grassroots storytelling. It highlights India’s tangible progress, showing how dreams on paper have become reality.

In an Instagram post, Tata Trusts wrote, “This Republic Day, we are reminded that the Constitution is a collective promise—a call to action that channelises aspirations and forms the foundation for a progressive society and nation.”

“On this day, Tata Trusts rededicates itself to nation building by continuing its efforts to empower communities, helping them turn aspirations into actions,” Tata Trusts added.