Lowe Lintas captures Delhi’s culture in Google Pay campaign

Google Pay, in collaboration with Lowe Lintas, has rolled out a new geo-targeted campaign titled ‘Authentic Dilli Party’, celebrating the cultural character and everyday rhythm of India’s capital. Launched in Delhi on 22 December 2025, the campaign highlights the city’s landmarks, food, music and street life, while positioning Google Pay as an enabler of seamless daily experiences.

Conceptualised by Lowe Lintas, the campaign is built around the idea that authentic Delhi moments are made simpler through digital payments. The narrative brings together familiar city experiences such as morning walks at Humayun’s Tomb, eating street food in Chandni Chowk and travelling by auto in Lutyens’ Delhi, all connected through the convenience of Google Pay.

The campaign encourages users to ‘Join the Authentic Dilli Party’ via the Google Pay app by completing specific actions. These include peer-to-peer payments, food transactions, mobile data recharges and merchant QR payments. Users who complete these activities are eligible to earn cashback of up to INR 2025 by the end of the year, reinforcing both engagement and usage within the city.

Beyond digital films, the campaign has been executed across multiple out-of-home formats. These include print, transit advertising and large-format hoardings placed across Delhi. The creative treatment uses vibrant visuals and local references that reflect the nuances of the city, helping the campaign maintain cultural relevance while driving awareness at scale.

The geo-targeted nature of the initiative allows Google Pay to deepen its connection with users in Delhi by acknowledging local behaviour and cultural cues. The campaign balances celebration of the city’s quirks with a forward-looking message about digital transactions becoming an integral part of everyday life.

Vasudha Misra, president creative at Lowe Lintas, explained the thinking behind the campaign’s cultural choices and tone. She said, “Show the heart of Delhi culture - tick. Showcase places that make dilli a mood, especially during the winters - tick. Use Naved, a voice that embodies the city - tick. Get inspired from the campaign to over order from food places at office - tick (sigh) Sab tick hai.”

The campaign reflects a broader strategy by Google Pay to localise communication in key markets, using cultural insight to drive adoption and frequency. For Lowe Lintas, the work demonstrates how geo-specific storytelling can be used to connect digital services with everyday urban experiences in a relevant and engaging manner.