RK Swamy BBDO has bagged the duties to handle the branding duties of National Payments Corporation of India’s electronic payments service, RuPay.
Commenting on the win, S Narasimhan, senior partner, R K SWAMY BBDO said, “We are privileged to be associated with an initiative of such national importance. RuPay will go a long way in changing the way India pays.”
A note from the agency stated that RuPay is derived from the words Rupee and Payment, to suggest a truly Indian, inclusive and affordable alternative to global payment systems like Visa and MasterCard. The logo uses the nation's colours in a dynamic form to connote an India on the move and the brand’s commitment to deliver a state of the art, affordable and easily accessible payment service.