Bengaluru: POP, the Gen Z-focused fintech platform built around UPI payments, POPcoins rewards, POPCard and POPShop, has launched its first brand campaign addressing a growing gap in digital payments, where paying has become seamless but rewards have not kept pace. The campaign highlights POP’s proposition of earning POPcoins on every UPI payment.
Titled “In a Perfect World,” the campaign marks POP’s largest marketing push since launching its UPI platform in mid-2024. As UPI functionality becomes increasingly standardised, fintech apps are looking beyond transaction utility towards rewards and new forms of value creation that can build preference and deeper engagement.
The campaign began attracting attention before its official launch. A behind-the-scenes Instagram story by Juhi Bhatt showed Ranveer Allahbadia, who makes a cameo in the film, sprawled on the floor mid-scene with the caption “Just another day with him @beerbiceps.” Shared without a brand tag or context, the clip sparked curiosity across Instagram and X before the film went public.
Written by Shikha Gupta and created by BANG BANG Mediacorp, and the film imagines a world where everyday life works a little more in your favour, with carbs making you thin, a common cold getting you gold, and ordinary annoyances turning into unexpected wins.
The film draws a sharp contrast between fantasy and reality, showing that while a perfect world may not exist, earning rewards on every payment can. On POP, users earn POPcoins on every UPI transaction, making rewards a consistent part of payment behaviour rather than an occasional cashback moment, while the larger narrative builds towards the idea of being rewarded each time you pay.
The campaign arrives as India’s rewards economy expands rapidly, with the country’s loyalty market projected to reach around $4 billion in 2026 and grow at nearly 18 percent annually. The growth reflects a broader shift as rewards become more deeply embedded across payments and digital commerce.
The first generation of digital payments relied heavily on one-off cashback, coupons and scratch cards to acquire users, while the emerging model is increasingly built around proprietary currencies, including coins, points and credits. Unlike cash that immediately leaves an ecosystem, these currencies can connect payments, commerce and ongoing engagement, giving fintech platforms more ways to build relationships around high-frequency spending.
Bhargav Errangi, Founder of POP, said, “UPI has transformed how India pays, but the value people get back has not evolved at the same pace, with rewards often remaining occasional, fragmented or difficult to use. We built POP around the belief that if payments happen every day, earning should too, which is why every UPI payment on POP earns POPcoins. More than five million users have already redeemed over a billion POPcoins, showing strong demand for rewards with real utility. ‘In a Perfect World’ takes that idea to a larger audience through a simple thought that life may not always work in your favour, but getting rewarded every time you pay can.”
The campaign is particularly relevant as fintech platforms compete to build habits among younger consumers across payments, credit and commerce. India is home to one of the world’s largest Gen Z populations, making the cohort an increasingly important audience for digital financial products.
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