RK Swamy BBDO handles branding duties for NPCI’s RuPay

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.