RuPay’s “Link it, Forget it” campaign promotes seamless payment experience with RuPay Credit Card on UPI

The RuPay campaign has been helmed by the DDB Mudra Group.

The National Payments Corporation of India (NPCI), the organization that operates retail payments and settlement systems in India, has launched a campaign, “Link it, Forget it,” amid the ongoing Indian Premier League (IPL) 2024.

This campaign is aimed to raise awareness about using RuPay credit cards with the Unified Payments Interface (UPI) for a more convenient and contactless payment experience.

Developed by the DDB Mudra Group, the campaign featured the Indian singer and composer Shankar Mahadevan, highlighting the ease of linking RuPay credit cards to UPI. This functionality allows users to leverage the widespread acceptance of UPI while enjoying the benefits associated with RuPay credit cards.

Commenting on the campaign, Ramesh Yadav, Chief Marketing Officer, NPCI, said, “RuPay’s innovative offering of linking credit cards on UPI marks a transformative moment in the payments space, fundamentally altering how credit cards are perceived and used. Through the ‘Link it, Forget it’ campaign, RuPay is not just presenting a different payment method but also positioning itself as simple yet essential go-to choice in the gamut of options available today. The novelty, ease of use, coupled with a rewarding journey on every transaction are what sets the brand apart and makes it more than just a credit card. This ingenious strategy signifies a remarkable shift in consumer payment behaviour and highlights our unwavering commitment to enhancing convenience through technological advancements and expanding the accessibility of digital payments. So, link your RuPay credit cards to UPI and leave your bulky wallets at home.” 

Rahul Mathew, Chief Creative Officer, DDB Mudra Group, said, “A credit card that works on UPI is not just a game-changer, but also behavior-changing. It lets you ditch your wallet and still enjoy all the benefits of a credit card. Through this campaign, we are urging people to break the habit of carrying cards and opt for RuPay instead. And told it through fun stories around forgetting to forget your wallet.”

DDB Mudra Group is a major advertising agency in India, formed in 2011 by the merger of Omnicom’s DDB Worldwide with the legacy Indian agency, Mudra. The advertising agency is known for its award-winning creativity and focus on emotionally-driven campaigns that resonate with audiences.

The NPCI is an important player in driving digital payments in India. Established in 2008 by the Reserve Bank of India (RBI) and the Indian Banks’ Association (IBA), it’s a non-profit organization that operates retail payment systems like RuPay cards and UPI. NPCI’s efforts have been instrumental in India’s shift towards a more digital and cashless economy.

RuPay, the debit and credit card network, was launched in 2014. The card network offers an alternative to international options like Visa and Mastercard. RuPay cards are widely accepted across India at ATMs, point-of-sale terminals, and even online and are known for being secure and promoting a cashless economy. Besides regular cards, RuPay also issues government scheme cards and contactless variants.

The “Link it, Forget it” campaign underscores the ongoing shift towards digital and contactless payment methods in India. By promoting the use of RuPay credit cards with UPI, the NPCI is encouraging users to move away from traditional wallets and embrace a more streamlined payment experience.

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