Platinum Outdoor, a unit of Madison World, has executed a high-impact out-of-home campaign for the National Payments Corporation of India (NPCI) to promote RuPay’s ON-THE-GO proposition. Designed for Mumbai’s dense commuter ecosystem, the initiative focuses on encouraging seamless, tap-and-go digital payments during daily travel. RuPay ON-THE-GO is positioned as a convenient option for routine mobility, and the OOH campaign aims to bring this message into the line of sight of millions of regular commuters.
Executed end-to-end by Platinum Outdoor, the campaign represents a notable step in RuPay’s effort to integrate contactless payment behaviour into everyday movement across the city. The media deployment spans Mumbai’s most heavily used traffic corridors, including arterial roads, metro routes and high-frequency intersections. These locations were selected to maximise visibility and deliver continuous reminders of digital payment ease during moments of habitual travel.
The creative route underscores the idea that delays are sometimes shaped more by personal choices than by traffic conditions. By anchoring the message in familiar commuter frustration points, the communication highlights RuPay’s tap-and-go functionality as a practical alternative for everyday routines. This approach aims to position RuPay ON-THE-GO as a time-saving companion that complements the pace of Mumbai’s travel environment. Large-format displays and high-clarity visuals amplify the visibility of the message, ensuring consistency and recall across touchpoints.
Irshad Chippa, vice president at Platinum Outdoor, said: “In a city that moves at an unstoppable pace, the right message placed at the right point of commute can spark meaningful change. With RuPay ON-THE-GO, our goal was to craft an OOH experience that is bold, intuitive and deeply relatable for Mumbai’s daily travellers. This campaign reflects the power of strategic outdoor storytelling executed with clarity, intent and precision.”
The campaign seeks to influence consumer behaviour at moments of decision-making, such as entering metro stations, navigating busy junctions or transitioning between modes of transport. By integrating the communication into these everyday movements, the initiative aims to build familiarity and reinforce adoption of contactless transactions. The consistent presence across diverse city routes also supports RuPay’s objective of strengthening its position in the digital payments landscape through mass visibility and repeated association with mobility-driven convenience.
Platinum Outdoor’s involvement includes conceptualisation, site selection, production and execution. The agency leveraged its experience across multiple OOH formats to create a campaign fit for Mumbai’s dynamic outdoor environment. The placement strategy balances high-footfall locations with extended-duration exposure, which is particularly effective in a city characterised by long commute times and high road density.
Platinum Outdoor operates under Madison World, a communication group established in 1988. The organisation has a portfolio of specialised units within the out-of-home domain, including Madison Turnt for activation, Anugrah Madison for rural communication and MRP for retail-focused activity. The RuPay ON-THE-GO campaign builds on the group’s longstanding expertise in large-scale outdoor media planning and execution.
