Campaign India Team
Apr 03, 2023

Dinesh Karthik and Rupay save the day at a museum

Watch the film conceptualised by DDB Mudra here

Rupay, as associate sponsor of the IPL on Star Sports and Jio Cinema, has rolled out a film featuring Dinesh Karthik.
Conceptualised by DDB Mudra, the film is part of a campaign that focuses on creating greater customer awareness of the product offering from NPCI which allows users to use RuPay credit cards through the UPI platform.
According to a note from Rupay, three more films will be released during the IPL.  
Praveena Rai, COO, NPCI, said, “We, at NPCI, are proud to share this path-defining offering of RuPay Credit Cards on UPI and believe it would play a significant role in India’s credit journey. We have always looked to create innovative products facilitating convenience for better payments systems for the nation. Our partnership with IPL, just like the partnership between RuPay and UPI, will amplify our efforts in consumer awareness on the benefits of having access to credit on UPI. The RuPay campaign is witty and breaks clutter. We hope consumers enjoy the ads, as they do IPL.”
Rahul Mathew, CCO and executive director, DDB Mudra Group, said, “RuPay is the first credit card that allows you to pay through UPI. It’s such a breakthrough and disruption in the category. We felt a product that’s so differentiated and is a standout, needs work that is the same.”
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

9 hours ago

Moves and wins roundup: Week of 20 May

Read all the latest news from the marcomms world including updates from Cheil India, Madison Media Alpha, Snapchat, Grapes, Media Maniacs Group, TheSmallBigIdea and more, in our weekly round-up of account wins and people moves.

12 hours ago

Google unleashes AI updates and adds greater ...

The technology giant has introduced new controls to its generative AI advertising tools to ensure assets remain “on brand,” as well as greater transparency in Performance Max amid advertiser pushback.

14 hours ago

Senior leaders exit FCB India

EXCLUSIVE: Sources tell Campaign India that Abhinav Kaushik, John Thangaraj, and Arijit Sengupta are set to depart from the agency.

16 hours ago

Meta’s CMO on navigating cuts, competition and critics

Longtime executive Alex Schultz details the complexities of marketing a technology giant, including how to resurrect young users and reframe its platforms as a positive place for teens.